London’s cigar scene has been thriving this year, and I’ve been on a mission to explore every corner of it. If you’ve been following my cigar journey, you’ll know how much I love uncovering the city’s best cigar sampling lounges, terraces, and shops. Just when I thought I’d nearly ticked off all the must-visit spots, another hidden gem emerged: The Emory Cigar Merchants!

Until recently, this exclusive venue was reserved for hotel guests and industry insiders. But as of last month, it has opened its doors to the public, and I was eager to experience it for myself.

Background

Situated in Belgravia, London, The Emory is the newest addition from the renowned Maybourne Hotel Group, the team behind legendary establishments such as Claridge’s, The Connaught, and The Berkeley.

Designed by the late Richard Rogers, renowned for his work on the Pompidou Centre in Paris, the Lloyd’s building, and the Millennium Dome, alongside Ivan Harbour of RSHP, this all-suite hotel makes a striking architectural statement. Its unique “sails” structure towers above Hyde Park, with guests entering via a private, cobbled pathway at Old Barrack Yard.

The Emory offers 61 meticulously designed suites spread across nine floors, each featuring floor-to-ceiling windows and interiors crafted by renowned designers. The pinnacle is a 300 sqm wraparound glass penthouse offering sweeping views of the city.

The hotel’s public spaces, designed by Rémi Tessier, blend sleek, warm materials with the hotel’s steel-and-glass aesthetic, creating an atmosphere of subtle elegance.

Guests can enjoy dining at abc kitchens, prepared by chef Jean-Georges Vongerichten, showcasing a fusion of his finest New York culinary innovations.

Other highlights include The Emory Bar and the exclusive rooftop venues, Bar 33 and of course The Emory Cigar Merchants, each offering breathtaking views of London.

The rooftop cigar lounge, designed by Tessier, features a state-of-the-art extraction system and showcases Massimo of DeArt’s carousel cigar humidor.

Hotel guests can also indulge in Surrenne, a spa and wellness club designed to refresh both body and mind. However, I’m sure many of us will experience a similar sense of rejuvenation at the cigar merchants while sampling a fine Cuban cigar!

Some geeky details about the roof and structure of the building

The design of The Emory carefully responds to several key site challenges. To the north, the Piccadilly Line tunnels run just 6 meters from the building, while to the south, it is bordered by the underground support structures of The Berkeley.

To address these issues, the building incorporates a suspended floor system and bearings to minimise vibrations from passing trains, ensuring a compact and efficient structure. The distinctive sail-boom design above the roof further adds to its unique architectural profile.

Additionally, a tree-like support system, with branching rods holding up the façades, gives the building a striking presence, while also respecting the surrounding conservation areas.

Cigar industry folk seem to love this place

The Emory Cigar Merchants has quickly become a go-to destination, hosting exclusive cigar launches for prestigious brands like Partagás: Linea Maestra and Davidoff: Oro Blanco.

Prominent figures in the cigar world, including Nicholas Foulkes and Edward Sahakian, have also visited the lounge.

For a glimpse into this extraordinary hotel visit the website here, check out RSHP’s deep dive into its design here and a video tour below👇

My experience

The Emory is just a short 5 to 10-minute walk from Hyde Park Corner tube station on the Piccadilly line, right past The Lanesborough Hotel where The Garden Room is, and just beyond The Wellesley cigar sampling lounge.

Finding the front entrance was a bit tricky at first. After walking straight past the Old Barrack Yard, I almost ended up at The Berkeley. That’s when I realised I was way off track, so I backtracked and found the entrance on the left side of The Emory building – thank you Google Maps!

Not gonna lie, I was a bit nervous upon entering this fancy five-star hotel—it’s not exactly something I do every day! However, I suppose I should be used to it by now, considering all the times I’ve spent hanging out and sampling cigars in the Belgravia area.

I ensured I dressed smartly for the occasion in a black suit, polished Loake shoes, a white shirt, and a tie. This definitely gave me a boost of confidence as I walked in.

As you walk into the hotel, take a moment to glance around and observe the striking statue of a human figure — a skinless man holding his skin and Ji a pair of scissors. This piece looks like the work of Gunther von Hagens, known for his Body Worlds exhibitions, but I believe it is actually Damien Hirst’s Saint Bartholomew, Exquisite Pain (2008).

Approach the porters and let them know that you wish to visit the cigar merchant. They will guide you accordingly. The door porter escorted me to the lift and pressed the button for the “Rooftop bar & cigar merchants” on the 10th floor.

As the elevator ascended, I looked forward to what awaited me. When the doors opened, I stepped out to find the bar on one side and the cigar merchant on the other. The door to the cigar part was closed, presumably to contain any cigar smoke.

As soon as I stepped inside, I was struck by the charm of the space. It had that undeniable “wow factor” – a proper top-tier cigar sampling lounge with views across London in the background, including Hyde Park’s Winter Wonderland – a place where you can comfortably leave the family while you unwind with a cigar! 😁

One of the standout features is the carousel humidor in the centre of the room—an eye-catching centerpiece that I like to call the “merry-go-round humidor.” It’s a fun touch: press a button, and a selection of cigars spin around, allowing the sommelier to pick one to hand to you. It’s especially perfect for launching a new cigar! If you’ve been following my recent posts on social media, you’ll know that this stunning design was created by Massimo of DeArts (There aren’t many cigar shops and lounges that lack his special touch!) this was designed in collaboration with Rémi Tessier.

The space is impeccably designed, with large light brown leather seats arranged in clusters of three or four around tables, each equipped with cigar lighters, cutters, and ashtrays. The warm amber lighting adds to the inviting atmosphere, with a clever ventilation system built into the circular lighting fixture above. Rich brown and orange tones give the room a cosy, sophisticated feel. It felt like I’d stepped into a scene from a swanky American movie. I absolutely loved it here. The atmosphere is relaxed and zen-like, making it the ideal spot to kick back and sample a premium cigar.

The cigar selection was impressive, showcasing the finest Cuban brands supplied by Hunters & Frankau, the UK’s exclusive distributor of Cuban cigars.

Being affiliated with H&F ensures that every cigar on offer is of the highest quality. I spotted plenty of Cuban brands including Cohiba, Trinidad, Partagás, Ramón Allones, Por Larranaga, H. Upmann, Hoyo de Monterrey, and Quai d’Orsay.

Among the offerings were some rare vintage Cuban gems, like these tiny La Corona cigars 👇 – I think possibly the smallest cigars I’ve ever seen!

and these La Flor De Mayo cigars 👇 I believe these are from the 1930s, in individual tubes – but couldn’t quite work out if they were glass or plastic.

Before the Cuban Revolution, Dunhill had exclusive deals with Cuban makers and created these rare Montecristo Cabinet Selection Dunhill No. 2 cigars.

Thecigar merchant also had these Cuaba Edición 2001 Serie A cigars.

These rare items are difficult to find and usually only appear at cigar auctions.

Like many upscale venues, I couldn’t spot a cigar menu, and prices weren’t listed next to the cigars, so it’s best to ask before making a purchase. I obviously didn’t go for these vintage cigars – I’m not a millionaire. I stuck with familiarity with a H Upmann Magnum 54 and paired it with a gin and tonic. Given the location in Belgravia, the prices reflect the area.

*** Update 14.02.25: I recently revisited the venue and noticed that cigar menus are now available. I snapped a few photos of the pages to give you a glimpse of the cigars and their prices. I noticed they also now stock some New World Cigars including Padron, Oliva and EGM cigars ***

During my visit, I had the pleasure of bumping into the amazing Jimmy McGhee of Hunters & Frankau, the UK’s leading independent cigar importer.

We discussed all things Cuban cigars, and I was truly captivated by the work Jimmy does with the Masters of Havana Cigars training programme—particularly the impact it’s having on the UK cigar industry. I was like a sponge, soaking up every bit of his knowledge. Our conversation sparked a deeper curiosity in me about visiting Cuba and the finer details of Cuban cigars – there is sooo much I don’t know about cigars- and so much more I want to learn about them and H&F—who have been a part of the cigar industry since 1790!

If you haven’t heard of Jimmy, I highly recommend checking out his interview with Nick Hammond on the Around The World In 80 Cigars’ podcast – Season 1, Episode 1 and Season 2, Episode 1—such an insightful conversation.

Fun fact: During our visit, Condé Nest was photographing the lounge and used Jimmy McGhee as a hand model holding a cigar. Keep an eye out—it’s the same hand that inspired the ice sculpture at the recent Bolívar Regentes launch at Boisdale of Canary Wharf!

I also had the opportunity to chat with Blue Curran who is the Head of Cigars at The Emory Cigar Merchants.

For those following this week’s Cigar Smoker of the Year awards, you may recognise Blue, who won the award for Best Cigar Sommelier of the Year. Blue is also a Master of Havana and one of Jimmy’s pupils. He is a great guy with extensive knowledge about cigars!

As the evening unfolded with engaging conversation, sampling great cigars, the lounge set the mood with cool, laid-back music, creating a relaxed atmosphere where time seemed to slip away. It was time to move on. Not ready to end the night, we made a quick stop at Sautter’s in Knightsbridge, just a short distance away, then it was home time, before the last trains.

My rating: 10 out of 10

I must say that The Emory is one of the best cigar sampling lounges I’ve visited. I can’t stop thinking about it. While it’s still quiet and could benefit from a more vibrant atmosphere inside, it definitely has a wow factor to it. The prices are on the higher end, which is expected in Belgravia and within a hotel, but it’s definitely worth a visit.

Along with 114 KCS and Fumar, London’s newest cigar lounges are definitely raising the bar of what the ultimate cigar shop and sampling lounge should be – with each new opening 🔥.

The only downside is that they don’t accept reservations, which can be inconvenient for those who like to plan ahead.

This lounge is perfect for enjoying a cigar with friends or a partner, but it may be daunting for beginners or solo smokers. It’s great for special occasions or checking off items on your cigar bucket list.

Being on the rooftop, it feels far removed from London’s hustle and bustle.

The quirky merry-go-round cigar display adds character, and I’d love to see it used for showcasing more new cigars and see them hosting cigar events.

The view over London from this cigar lounge is among the best, even surpassing that of the Peninsula’s Tasting Room, as it offers a broader perspective of the city. I would love to visit again during the day, as I think the sights will be even more impressive than the night!

I would wholeheartedly recommend this place. The Emory Cigar Merchant has truly smashed it out of the park on this occasion 👏. World-class 🔥.

Interested in visiting?

The Emory Cigar Merchant is now open to non-hotel guests, and welcomes walk-ins daily from 2 PM, seven days a week.

Address: The Emory, Old Barrack Yard, Belgravia, London, SW1X 7NP

Visit on Google Maps

Website: the-emory.co.uk/restaurants-bars/the-emory-cigar-merchants

Social media: Instagram