Salon Privé has reaffirmed its long-standing relationship with The Royal Hospital Chelsea and the Chelsea Pensioners, ahead of the return of the luxury automotive show in April. Set within the historic grounds of The Royal Hospital
Chelsea, Salon Privé London has become known not only for a world-class automotive and luxury lifestyle experience, but also for honouring the living heritage of the site and the Chelsea Pensioners who reside there.
Retired veterans who reside at the historic, Sir Christopher Wren-designed Royal Hospital, have been confirmed to take centre stage at the three-day automotive event, which returns to the historic London venue in the Spring.
The Pensioners, in their iconic scarlet coats, will take on important roles across Salon Privé London; from meeting guests across the lawns, to participating in the daily parades. Their 2026 participation will also extend into the
event awards programme with the Chelsea Pensioners’ Choice Trophy, where a team of In-Pensioners will personally judge and select a winning car. This tradition has been in place since the first Salon Privé London in 2022.
Andrew Bagley, Chairman and co-founder of Salon Privé, said: “From the very first Salon Privé London the Chelsea Pensioners have been a very important part of our fabric and make the event so special. Their presence brings warmth,
authenticity and a powerful connection to the history of the Royal Hospital Chelsea, and our guests genuinely love engaging with them across the lawns and during the parades.
“We see our role not just as event organisers, but as long-term custodians of a relationship with this extraordinary place and community. Through our continued partnership with the Royal Hospital Chelsea, we are proud to play a
small part in supporting the Pensioners today while helping to safeguard their future.”
Salon Privé organisers also confirmed a charitable collaboration with British luxury menswear brand, Private White V.C., which has created a limited-edition Royal Hospital Chelsea capsule Collection, in honour of the legacy of the
Chelsea Pensioners. Available online and on sale during Salon Privé London, 50% of proceeds from the collection will be donated to support the Hospital’s mission to provide lifelong care to its residents.
James Eden, CEO and founder of Private White V.C., explained: “The Royal Hospital Chelsea is more than a historic institution, it is a living testament to courage, service and camaraderie. Many of the Pensioners have become a cherished
part of our Salon Privé London experience, bringing warmth, humour and a tangible connection to British history.
“As we celebrate another year, it felt only fitting to honour them with this special collection. Half of proceeds will go directly to supporting the Royal Hospital Chelsea, helping to provide care and community for those who have
served with distinction. Their spirit enriches everyone who meets them, and we are proud to contribute to their ongoing wellbeing.”
Lieutenant Colonel (Retd) Nicky Mott MBE, Director of Estates, Facilities & Quartermaster The Royal Hospital Chelsea, commented: “We are so pleased to welcome back Salon Privé for 2026. This ongoing partnership helps ensure the
Royal Hospital continues to host events of the highest calibre in a way that honours our traditions and supports our mission to care for Chelsea Pensioners and the veterans across the UK, both now and for generations to come.”
For more information about Salon Privé 2026, to purchase tickets and view the full programme, visit
www.salonprivelondon.com.
Shop the Private White V.C. x RHC collection, at https://www.privatewhitevc.com/collections/the-rhc
