Being sent to Coventry now involves less silent treatment, but more style, with the opening of the Laura Ashley group's new hotel, The Iliffe.
The Laura Ashley design team has whisked its wand through the English country house, up sweeping staircases, through the oak-panelled bar and into the 17 bedrooms and suites, abolishing the style crimes of what was formerly the Chace Hotel, on Coventry's outskirts.
Set on landscaped gardens whose previous owners include King Henry VIII, the Victorian country house was built in 1897 with a Mock Tudor façade, the ideal home for the brand, whose Welsh-born designer, Laura Ashley, had stated: "I'm really a 19th-century person living in the 20th century."
Lovers of the brand's much-copied Constellation mirrors will find them above printed and padded bedheads in dove grey, while marine velvet armchairs enliven the rooms' calm, restrained ambience.
Take cream tea or a more elaborate afternoon tea in the Tea Rooms, or dine in the hotel's The Willows restaurant, whose menu lists vegetarian dishes and produce and steaks from nearby Stratford-upon-Avon.
Now complete, it's the second Laura Ashley hotel after the 2013 opening of The Belsfield at Windermere, in the Lake District. Restoration of a third property – the Georgian Burnham Beeches Hotel in Buckinghamshire – is already underway.
The fabrics and furnishings brand, which started as a £10 concern on a London kitchen table, evoked Laura Ashley's own sense of nostalgia and romance, and The Iliffe is set to be a hit on the weddings scene.
Adore it so much you want to take it all home? The hotel freely admits it's a living showroom for the fabrics and furnishings of the Laura Ashley Home range, so yes, you can buy the sheets. And the duvets and cushions. And that mirror.
A night in a superior room at the Laura Ashley Hotel The Iliffe costs from £89 a night. See lauraashleyhotels.com