Matthew Freud's country escape

When is a hotel not a hotel? When it's a mind-expanding super-chic retreat where activities like perfumery and Padel are included and meals are eaten communally, says Harriet Quick

- Harriet Quick

THE pretty Oxfordshire town of Burford, known as the gateway to the Cotswolds, has long been a draw for its tranquil ambience, as well as its history and proximity to London.

Kate Moss and Kate Winslet both have houses in the area and can shop in the same high street that actress Nell Gwyn (Charles II's mistress) once trod. PR chief Matthew Freud, chairman of Freuds Group, lives in Burford Priory and many people will have discovered the town's charms while attending one of his parties. Now, a new wave of visitors will be admiring the medieval architecture, the River Windrush and the green rolling hills, as Freud opens Bull-A Coaching Inn, a country hotel with a difference, in Burford high street.

Guests can book in for a two-day retreat of mind-expanding courses and delicious food. It's a place to go if you're following an itch for a reset in life - but when fluffy bathrobes and chewing spelt just don't hit the mark.

"I think we all need to take a breath sometimes," says Freud, who set up his creative and communications business 39 years ago. Activities at Bull include perfumery, sushi roll-making, Padel tennis, acting, GarageBand, bee keeping and ceramics, delivered in one-hour sessions. Although the choice is wildly diverse, all the activities are designed to allow everyday obsessions and the noise in our busy brains to melt away.