A Timeless Affair: Celebrating Afternoon Tea as London’s Quintessential Luxury

In London, afternoon tea is more than a ritual—it’s a connection to a bygone era, a celebration of British history, and a touchstone of cultural refinement. Jay Schwartz captures its importance by pinpointing three foundational elements that make this experience irreplaceable: history, cultural significance, and global influence.

Tea has threaded its way through centuries of British life, becoming a fixture since the 1840s. “Each service carries the responsibility of historical authenticity, forcing modern interpretations to respect traditional foundations rather than reinvent them entirely.” This timeless ceremony continues to attract global visitors eager for an authentic British experience, while for Londoners, it remains a touchpoint of etiquette and sophistication.

Beyond tradition, London’s afternoon tea carries the weight of its colonial and global connections. London, once the core of the global tea trade, has left an imprint on how tea is appreciated worldwide. British customs surrounding tea have not only shaped local society but have influenced global tea-drinking rituals. Today’s luxury hotels face a delicate balancing act, Schwartz explains: “British tea customs shaped global drinking habits, and today's services must balance global sourcing with distinctly British presentation methods.” This thoughtful blend of global reach and British essence is what makes London’s afternoon tea experiences so singular and resonant.

Jay Schwartz highlights some of London’s most notable afternoon tea settings, each venue crafting an experience that speaks to both its unique brand identity and the spirit of British tradition.

Claridge’s: Art Deco Grandeur and Uncompromising Service

At Claridge’s, the afternoon tea ritual transcends mere luxury—it transports guests to an era of elegance, drawing from the hotel’s rich Art Deco legacy. “Claridge’s brings you back to a world of glamour,” Schwartz observes. Every detail, from the décor to the refined service, underscores the hotel’s reputation for timeless sophistication. This tea experience stands as a hallmark of London’s most refined hospitality, preserving the city’s sense of history while offering a deeply memorable luxury experience.

The Ampersand Hotel: A Playful Science Twist

The Ampersand Hotel, located in the heart of South Kensington’s museum district, offers a whimsical take with its Science Afternoon Tea. Here, molecular gastronomy meets tradition, with petri-dish desserts and galaxy-inspired pastries reflecting a curiosity-driven spirit. “It’s a tea service that takes a playful approach,” Schwartz notes, blending local inspiration with culinary creativity. For guests, The Ampersand’s approach captures a distinctly modern twist that honors both its surroundings and the city’s love for innovation.

Shangri-La at The Shard: A Global Lens on British Tradition

At Shangri-La, tea is as much about the view as it is about the taste. With sweeping cityscape vistas from The Shard, this tea service embodies an international yet unmistakably British approach. “It’s a cosmopolitan sanctuary with a true British heart,” Schwartz describes, capturing the essence of Shangri-La’s globally minded brand. The panoramic experience, combined with the ritual of tea, encapsulates London’s status as a global city with a rich tradition at its core.

Schwartz’s recommendations delve into an array of experiences for the discerning afternoon tea guest, each destination offering its own take on this beloved ritual:

• The Ritz London: Known for its classic British approach, The Ritz’s tea service unfolds in the opulent Palm Court. Guests are treated to traditional sandwiches, freshly baked scones, and an assortment of delicate pastries—all paired with 18 loose-leaf teas. With live piano music softly playing, the setting is formal, delivering precisely what international visitors envision when they think of The Ritz: elegance, timelessness, and a gentle nod to tradition.

• Sketch – The Gallery: Step into a realm where modern art meets afternoon tea. With its blush-pink décor and contemporary menu, Sketch appeals to those looking for a departure from classic settings. Schwartz describes it as “Instagram-worthy with a theatrical edge,” balancing tradition with the avant-garde in a way that’s as playful as it is refined.

• The Savoy: Served under the glass dome of the Thames Foyer, The Savoy’s tea offers a graceful interplay between tradition and modernity. The space is airy, illuminated by natural light, with live piano music adding to the ambience. It’s a bit less formal than The Ritz yet maintains a classic feel, capturing an accessible elegance that is uniquely Savoy.

• The Berkeley – Prêt-à-Portea: For those seeking a fashion-forward experience, The Berkeley’s Prêt-à-Portea delivers a delightful twist by shaping its pastries after current designer collections. “It’s not just tea; it’s high fashion on a plate,” says Schwartz. Though the pastries may not be the absolute pinnacle, the charm of the conservatory and the hotel’s playful take on high fashion make this a standout choice for style-savvy guests.

• The Lanesborough – Bridgerton Afternoon Tea: Leveraging the popularity of Netflix’s Bridgerton, The Lanesborough’s afternoon tea invites guests into a Regency-inspired setting. “It’s smart marketing that doesn’t sacrifice quality,” Schwartz notes. Traditional elements remain, but with a lavish, period-inspired presentation that appeals to guests drawn to both historical flair and modern luxury.

Creating an authentic yet elevated afternoon tea in London requires finesse. Schwartz emphasizes three pivotal elements that luxury hotels must balance: service standards, product offerings, and the physical setting.

Tailoring Service Standards to British Social Rhythms

Global brands often bring their own service signatures, but Schwartz stresses that adapting to British social cues is paramount. “Global brands can maintain their core service framework--their signature touchpoints, welcome sequences, and farewell rituals--but these must adapt to British social rhythms.” The signature elements of each hotel—its greetings, its service pacing, and farewells—must subtly align with British expectations. A successful service respects both the brand’s character and London’s cultural subtleties.

Perfecting the Product Selection

When it comes to the menu, authenticity is paramount. Schwartz notes that “the basics must be perfect: proper scone texture, the right clotted cream, precise brew strength.” Essentials must be flawlessly executed, with seasonal variations adding just the right touch of brand creativity. Forcing incongruent global items onto the menu risks losing the sense of place that makes London’s afternoon tea so iconic. Schwartz sees the best brands using their international perspective to enhance tradition, not override it.

Creating an Atmosphere That Honors Tradition

The ambiance is where global brands must tread most carefully. Schwartz believes that the physical space should support, not distract from, the tea experience. “The tea space must function perfectly for British service standards. Everything from lighting to music to table settings needs to align with local expectations.” Elements like lighting, table arrangement, and even background music must work in harmony with British expectations, crafting an atmosphere that resonates with both the brand and the locality.

In Schwartz’s view, afternoon tea in London is a cornerstone, not merely a tradition. “The most successful international hotels in London treat afternoon tea as a brand pillar, not a menu item.” For global brands, this means treating tea service as integral to the brand’s identity in London. Schwartz stresses that a poorly executed tea can compromise a hotel’s entire standing in the eyes of guests. Afternoon tea isn’t just a ritual; it’s a nuanced expression of London’s rich culture, seamlessly blending history with modern luxury.

To partake in afternoon tea in London is to experience the city’s heart—a tradition deeply rooted in heritage and brought to life through careful curation. For those who seek sophistication, it’s an invitation to savor the essence of British hospitality and the art of true luxury.

About Jay Schwartz

Jay Schwartz is the Executive Creative Director and CEO at Once Upon a Time Hospitality. Renowned for his expertise in brand development and creative direction in the hospitality sector, and with a career spanning over 25 years, his collaborations include icons such as Ian Schrager and Jean-Georges Vongerichten. Schwartz is known for his immersive approach to branding, involving extensive research and stakeholder engagement to craft compelling identities for his clients. His work reflects a deep commitment to enhancing the guest experience through innovative design and storytelling.

Jay founded Ideawork Studios in 1999, which was acquired by Once Upon a Time in 2019, and he’s worked on hotel, resort, and luxury projects around the globe.