Raffles London Introduces New Gruffalo Family Escape As London Welcomes A Magical Autumn Hospitality Experience

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Raffles London at The OWO is introducing a new family-focused experience this autumn, bringing the enchanting world of the Gruffalo to one of London’s most historic luxury hotels. The immersive experience celebrates the launch of Gruffalo Granny, the first new Gruffalo story in 20 years from acclaimed creators Julia Donaldson and Axel Scheffler, published by Macmillan Children’s Books.

Designed for families looking for memorable autumn breaks in the capital, the new Gruffalo experience combines storytelling, luxury hospitality and imaginative activities. Guests can enjoy a specially designed Family Celebration package featuring themed surprises, children’s amenities, an exclusive Gruffalo Afternoon Tea and opportunities to explore London through a family adventure inspired by the much-loved woodland characters.

The experience will officially launch on 21 September, arriving ahead of the October half-term holiday period and offering families a new way to enjoy a city escape filled with creativity, discovery and shared moments.

A Storybook Experience Arrives at One of London’s Most Iconic Hotels

Set within the historic former Old War Office building on Whitehall, Raffles London at The OWO offers families the chance to experience a unique combination of heritage and imagination. The landmark property, known for its grand architecture and rich history, will transform into a storybook setting where younger guests can step into the magical world of the Gruffalo.

The newly introduced Family Celebration package has been carefully created to make family stays more enjoyable and convenient. Families booking a hotel room can benefit from a second room available at 50 per cent off, while guests reserving a suite can receive a complimentary additional room.

The package includes breakfast for two adults and two children, along with specially selected children’s amenities and thoughtful details designed to make younger travellers feel welcomed from arrival.

Adding to the excitement, families booking the Gruffalo Experience will receive exclusive story-inspired gifts and surprises. These elements are designed to extend the magic beyond the pages of the books and create a complete storytelling journey during their stay.

One of the key highlights is a Toniebox audio player featuring a Gruffalo character figure. Children can listen to the famous story being narrated inside their guest room, creating a relaxing and familiar experience after exploring London. Families will also have the option to purchase the audio player, allowing children to continue enjoying interactive storytelling at home.

The Gruffalo Afternoon Tea Brings Childhood Imagination to London Dining

A major attraction of the new experience is the Gruffalo Afternoon Tea, which will be available at The Drawing Room from 21 September until early January 2027. Priced at £50 per child, the themed dining experience has been created especially to celebrate the arrival of Gruffalo Granny and bring the famous woodland world to life.

The traditional British afternoon tea has been redesigned with creative touches inspired by the characters, stories and adventures from the Gruffalo universe. Children will be able to discover playful dishes while enjoying the elegant surroundings of The Drawing Room, which offers views towards the historic Horse Guards.

The menu takes inspiration from the deep dark wood setting that has become central to the Gruffalo stories. The savoury selection includes imaginative creations such as Roasted Fox, Little Brown Mouse, Deep Dark Wood and Scrambled Snake sandwiches.

The classic afternoon tea experience continues with freshly prepared buttermilk scones served with strawberry jam and Cornish clotted cream. The sweet selection introduces character-inspired pastries representing familiar figures and elements from the new story, including The Gruffalo, The Mouse and Owl’s Pot of Soup.

By combining traditional afternoon tea customs with a world of imagination, the experience creates a family dining moment where children can connect with their favourite characters while parents enjoy a refined London setting.

Discover London Through a Family Adventure

The location of Raffles London at The OWO provides the perfect base for families wanting to explore the capital. Situated on Whitehall, the hotel is surrounded by some of London’s most famous attractions, allowing visitors to combine the Gruffalo experience with sightseeing adventures.

Families can discover iconic landmarks including Buckingham Palace, St James’s Park and the Changing of the Guard before returning to the hotel for storytelling, afternoon tea and relaxation.

The specially created experience encourages children to explore London with curiosity and imagination. A dedicated trail allows younger visitors to discover different parts of the city while creating their own adventure inspired by the spirit of exploration found in the Gruffalo stories.

The concept reflects the growing demand for family travel experiences that offer more than accommodation. Modern travellers are increasingly seeking meaningful stays that combine entertainment, education and local discovery.

Through this partnership, Raffles London at The OWO provides an experience where children can enjoy creative activities while parents appreciate the hotel’s heritage, design and personalised service.

Luxury Heritage Meets Family-Friendly Storytelling

Raffles London at The OWO represents one of London’s most significant hospitality transformations. The former Old War Office was carefully restored and reopened as a luxury destination in 2023, preserving many of its historic features while introducing modern facilities.

The property retains impressive architectural details, including grand State Rooms, oak-panelled walls, mosaic flooring and the famous Grand Staircase. Alongside its historic character, the hotel features 120 rooms and suites, restaurants, bars and a 2,500-square-metre Guerlain Spa.

The Gruffalo collaboration with Magic Light Pictures introduces a playful new chapter for the landmark building. It allows families and younger guests to experience the property in a different way while creating new memories inside a historic London setting.

The partnership highlights how luxury hotels are increasingly developing immersive experiences to attract multi-generational travellers. By combining globally recognised storytelling with premium hospitality, Raffles London at The OWO aims to create a family escape that appeals to both children and adults.

A New Autumn Attraction for Families Visiting London

The Gruffalo Experience will be available as part of the Family Celebration package from 21 September 2026. Families will also have the opportunity to add the experience to selected existing offers at Raffles London at The OWO.

With its combination of luxury accommodation, creative dining, storytelling activities and access to London’s famous attractions, the new experience offers families a unique way to enjoy the capital during the autumn season.

By bringing the beloved Gruffalo world into one of London’s most historic buildings, Raffles London at The OWO is creating a new family tradition where imagination, heritage and hospitality come together.