Regent chic

Will we ever tire of Gordon Ramsay? The short answer to that is "yes". Ubiquitous self-promotion has one outcome only: market saturation, followed by extinction.

But when you're as relentlessly, chronically positive as Ramsay, there's always room for another brand extension. Time to ramp up the PR once more, then, with the opening of a new boutique hotel, York & Albany, in London's Regent's Park. What does Ramsay know about hotels? Not a lot. But with a little help from the experienced ex-Claridge's manager James Partridge, there's not much to stop this place adding a few more zeros to Ramsay's bank account. There is also the added security of Angela Harnett's Emilia-Romagna-inspired cooking to help soothe any early teething problems. Style-wise, York & Albany takes few risks. Although come the revolution, the first colour scheme up against the wall will be beige and cream.