The World's First Cheese-Themed Hotel Is Now Open in London

"Brie our guest."
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Looking for a gouda place to rest your weary head? A new cheese-themed hotel suite from U.K.-based restaurant Cafe Rouge could be just the thing---if you've got enough cheddar to book a room.

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Located in London's trendy Camden neighborhood, the aggressively cheesy destination boasts an on-demand cheese hotline delivery service, cheese board games, cheese soap and plenty of Instagram-worthy cheese decorations, along with a bountiful supply of cheese boards and crackers, of course. 

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As Insider notes, nine contest winners were given the opportunity to book a free one-night stay before February 6, with the option of donating to youth charity Prince's Trust at checkout. 

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Its opening was devised to coincide with the launch of Cafe Rouge's "cheesy" winter menu, but a rep from the French bistro chain says that the unique space may stay open longer to accommodate a surge in demand. 

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"We always want to cater to the appetite of our customers and we know that there’s a real hunger for cheese-based dishes after serving over 20,000 cheese afternoon teas since launching in 2018," Cafe Rouge marketing head Jacqueline Fletcher said of the space's inspiration, per the Daily Mail.

"We wanted to give the nation somewhere new and exciting to be totally immersed in one of their favorite foods in none other than a cheese-themed hotel suite, while also trying some of our winter dishes from the comfort of the sofa."

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The Cheese Suite is just the latest head-turning concept hotel that has cropped up. In 2019, the Hard Rock opened a $1.5 billion guitar-shaped hotel, while Nashville's Dive Motel & Swim Club grabbed headlines with photos of its over-the-top 1970s-era decor. More recently, Retro entertainment brand Atari just announced that it would begin building eight video-game themed resorts across the United States.  

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In other cheesy news, there's also a marathon featuring hydrating stations stocked with wine and cheese held annually in Bordeaux, France. Registration for the 2020 "Marathon du Médoc" begins in March.