Japan’s Prince Hotels and its subsidiary Staywell Holdings have announced the launch of its new The Prince Akatoki brand, which will debut in London’s Marylebone district next year.

Described as a five-star Japanese Fusion brand, the concept will see the existing Arch Hotel London reflagged following “extensive refurbishment”.

The hotel is located on Great Cumberland Place close to Marble Arch Underground station.

Details of the renovation are limited, but according to the press release The Price Akatoki is “a new brand reflecting visual elements synonymous with Japan, and signature experiences that are unique to Japanese hospitality”.

Commenting on the news Mr. Simon Wan, President and Director of StayWell Holdings Pty Ltd, said:

“Demand in the London hotel market is strong and resilient, however with a shortage of supply, and existing properties being tightly held, it is increasingly difficult for new brands to penetrate the market.

“Based on the stable historical returns of the property and its recognised excellence in outstanding customer service, alongside the brand promise of The Prince Akatoki, I am confident this hotel will be a welcome addition to the vibrant neighbourhood it will reside in.

“Our vision is to bring an authentic, luxurious experience to people when they are travelling to international destinations outside of Japan.

“Key to this is the importance placed on mindfulness, service, tranquillity and a peerless aesthetic. This is precisely what The Prince Akatoki brand will deliver, starting with this first property in London.”

Prince Hotels currently operates 42 properties, mainly in Japan.