A bold new hospitality concept is taking shape in the heart of the South Downs. Set to open in May 2026, Long Lane will be the UK’s first fully alcohol-free luxury hotel and private members’ club — a 30-bedroom retreat blending science, nature, and intention.
Created by childhood friends and entrepreneurs Louis Blake and Harrison Hide, the project is transforming Dunford House, a Grade-II listed 19th-century estate in Midhurst, into a new model of wellness-driven living. Once complete, Long Lane will offer 20 rooms in the main house and 10 forest cabins scattered through 55 acres of private woodland.
At its core is a clear message: this is not just a place to stay, but a movement.
The duo, who document their progress daily to an audience of 250,000 followers across platforms, have already raised over £5 million of their £6 million target, largely through investor interest sparked by their storytelling online.
“It’s amazing what that storytelling can do,” Hide told Boutique Hotelier. “As much as Long Lane is a place for people to come and stay, it’s also a movement we’re trying to create, because we’re building something with intention.”
Their team reflects that philosophy. Collaborators include Jamie Caring, son of hospitality mogul Richard Caring; Dr. E Enayat, a longevity specialist; breathwork expert Jamie Clements; and Camilla Fayed, founder of London’s plant-based restaurant Farmacy.
The decision to go alcohol-free, Blake explains, is a matter of integrity. “Alcohol connects us to each other, but it disconnects us from ourselves. We have to have a degree of authenticity that I don’t feel other places that position themselves as wellness hubs have.”
Every detail at Long Lane is designed to restore balance. Guestrooms will feature EightSleep mattresses, air filtration systems, and red-light panels to support deep rest. Minibars are replaced with collagen shots and IV drips, and TVs give way to in-room wellness menus.
The estate’s Coach House Wellness Hub will offer hyperbaric oxygen therapy, cryotherapy, and personalised longevity treatments, while The Farm introduces forest bathing pods, a natural swimming pool, cold plunges, and manual therapies from leading practitioners.
Members will undergo comprehensive diagnostic testing — from DNA and gut microbiome to blood analysis — forming the foundation of each stay. This data will even inform meals at the property’s precision nutrition restaurant, where dishes are designed around each guest’s biological profile.
“The future of wellbeing is personalisation,” Blake says. “The more data we collect, the deeper we can tailor the experience. It’s about merging science with intuition.”
Beyond the data, Long Lane’s ethos remains human. Guests can expect yoga sessions, sound healing, sauna rituals, and woodland walking trails, creating a balance between high-tech longevity programs and ancient practices rooted in stillness.
As Hide puts it: “People are ready for this. They care about what goes into their bodies and how they feel. They just haven’t yet found a place that reflects that in hospitality — until now.”
