There was a time when hotels opened their doors, people rented their rooms, spent the night and, if the price included it, had breakfast before going out to visit a city or leave for another destination. Throughout the last two decades, the strategy has undergone a strong turn of the helm, including new experiences. First came the signature restaurants, which in the case of luxury accommodation have the backing of Michelin star chefs.
Then, to attract the local population, it was decided to open the terraces or rooftops and organize parties with a DJ. The same was done with spas and even, in some cases, gyms. Now, just like in the field of fashion, one has to go further.
After the pandemic, which caused a dent in the hotel sector, there are many chains that have verified the need to renovate or open new headquarters, betting on incorporating the most cutting-edge design and collaborating with artists, from graphic designers to influencers and filmmakers.
In this way, to attract a public that no longer only dreams of a surprising cocktail or the best views of the city, but also wants to spend a whole day in that establishment, even if it is located a few kilometers from their fixed residence. And yes, all this with the desire to upload photos to his Instagram account to give healthy envy and literally feel like the protagonist of a film.
The latest sensation in this regard is the hotel of the Hoxton chain in the London area of Shepherd's Bush, known for its vintage shops, its retro-inspired interior design studios and a culinary scene with sustainability as its leitmotif. An area in the southwest of the city that just ten years ago looked more like the suburb of Hanif Kureishi's novels, full of kebabs, headquarters of Co-op supermarkets, much less glamorous than the Sainsburys that Lady Di frequented, and small shops selling pawns for less than £50.
Now even Alexa Chung and Stella McCartney have bought apartments in this neighborhood. Young professionals flock to the brand new cocktail bars, casual pubs and live music venues like the O2 Shepherd's Bush Empire that make this neighborhood the place to be.
With 237 rooms, the Hoxton in Shepherd's Bush stands out for being one of the pioneers in knowing how to merge its aesthetics with the past, present and prevailing future of the area where it is located. That is why the interior designers in charge of the project, Aime Studios, have wanted all the public spaces to reflect the retro design of London transport, and the symmetry and color palettes of the archives of the nearby London Transport Museum Depot.
A place that allows one to move into the bowels of those trips that many Englishmen made daily towards the so-called The Great Smog (The great fog), a severe case of environmental pollution that, in 1952, covered the city of London and that continues to be used for refer to the industrial past of the capital by those who live in the parklands of Great Britain.
The iconic shapes and aesthetic of train carriages have been used as a backdrop to the design of the spaces, counterpointed by decorative crystal chandeliers and ornate pendants with a mix of metals adding a touch of glamour.
Rather than finding ourselves in the Grand Budapest Hotel, in this case, the eccentricity and unique visual and narrative style of Wes Anderson, echoed by this new branch of The Hoxton, is that of The Tenenbaums, with its terracotta tones, its echoes of art gold déco and exquisite pink leather stools to sit down for a lychee martini in the late afternoon.
The lobby, as grand as the expansive front of Anderson's stills suggests, seems to go on for miles, dotted with overstuffed mustard chairs and pine-green sofas where a multitude of digital nomads and design aficionados spend their mornings swiping their fingers over the keyboards of their laptops and murmuring through their AirPods.
It is the fantasy of a generation that has seen that it is possible to work from anywhere, and instead of going to any coworking or hipster café, they prefer to stay in a dream hotel thanks to which, if they haven't had the time to Knowing the surrounding neighborhood, you will be able to perfectly describe the atmosphere, the color and even the aromas of its crowded markets thanks to the exquisite replica offered by the place where they are staying.
But this hotel does not live only on digital nomads. Such is its exquisite decoration and the fact that it is recognized on Tik Tok as Wes Anderson's hotel in London, that there are many visitors, foreign or local, who decide to spend a whole day enjoying all its attractions, starting with the rooms that They fall into seven categories, including 'Cosy' (comfort), 'Roomy' (spacious) and 'Snug Bunk', designed for those who want to feel like they are in a cabin without much space and even with bunk beds.
All this in a decorative framework that the prestigious interior design magazines from all over the world have wanted to immortalize in their pages. The lobby stands out for its tactile textiles, green prints and floral motifs in the vein of Wes Anderson's The Fantastic Mr Fox, based, in turn, on a novel by Roald Dahl Welshman.
The design encapsulates the eclectic spirit of the Shepherd's Bush area, with custom rugs by West London's own Holmes Bespoke placed under mid-century armchairs, while a handpicked collection of original paintings, prints and mixed media collages provide interest and color to the environment.
Upon entry, guests are greeted by a striking center wrap bar of trellis maple and Salome Gray marble, with a curved chrome portico contrasting with modern lighting and vintage 1970s furnishings.
Artworks in the space include large-format pieces by locals Cece Philips and Hannah Ludnow, as well as a large abstract mural by Colette Lavette, all firms whose works fetch prices above five zeros. Scandinavian-inspired flat weaves are offset by aubergine wall panels, creating an opulent and suggestive atmosphere.
The hotel has a restaurant service that has made it onto the must-go lists of Canary Wharf bankers and British influencers. This is the Thai-American Chet's, which serves spicy curries, natural wines and dishes that have achieved the perfect mix between the tradition and avant-garde of Ferran Adrià and the kilometer zero of the nearby vegetable market in the Shepherd's neighborhood, thanks to the ingenuity of Kris Yenbamroong, known for the iconic LA NIGHT MARKET.
Open from morning to night for meetings over breakfast, alcoholic lunches, late lunches and even late dinners, Chet's has something for everyone. Starting at seven in the morning, for early risers, Chet's menu offers cinnamon rolls and a sandwich with sai uah sausage, egg and cheese, while from noon onwards the kitchen often mentions Chet's Smashburger, recently included in the list of the best hamburgers in London by The Guardian newspaper.
As the lights go down from 5pm, Chet's turns up the heat with a menu consisting of more powerful and distinctive Thai dishes that balance heat, fat, salt and spice.
The hotel's design is amplified in the restaurant, in keeping with the kitchen's fresh and fiery, with a vibrant color palette, pastel glass-topped tables, plum bar stools... The attention to detail of this hotel it is infinite. And as a souvenir, in addition to the memories of what was lived in this space that is causing a sensation, there is nothing like visiting the first physical store of the ecological brand Plastic Freedom, which is located in the same establishment.
If something characterizes Wes Anderson, it is his ability to create spaces that no one can locate on the geographical map, but there are always some of them, like this hotel from the Hoxton chain, where you can ask for a room and, who knows, maybe find yourself. in the bar to Tilda Swinton or Timothée Chalamet, who have already visited. Better than the movies and popcorn.
