Located between the City, Islington and Shoreditch within Norman Foster’s ‘250 City Road’ development, nhow London will be a 190-room four-star hotel under NH Hotel Group’s urban design and lifestyle brand.
This is a very distinctive moniker where alternative contemporary hold hands with traditional as is very much the case with the quite extraordinary nhow Milan we reviewed last year.
The London design will combine traditional British icons with unconventional contemporary elements around the theme London Reloaded.
In devising the design concept for each nhow hotel, the group works with Enrique Tellechea, founder of The Null, the creative force behind the brand’s construction. Nothing at a nhow hotel is preordained. Everything is unexpected, iconic, inspirational and surprising, from the lobby to the rooms, the restaurants, the corridors, the meeting rooms and the creative spaces.
Architect James Soane from Project Orange explains: “nhow London will have a unique interior concept, perfectly tailored to its location. Visitors will find themselves immersed in a world of art and design that tells a story and engages the senses; a dynamic melting pot created to surprise and inspire the guests.”
Colourful textures will confront contemporary art in the rooms, creating an unforgettable version of London. Punk will meet high tech style, while graffiti will appear alongside unconventional images of past monarchs.
The restaurant – The Bell – will be an avant-garde version of a traditional British pub, with green leather seating coiling through the room and tables featuring cockney rhyming slang. Huge gold bell lights, a reminder of the city’s famous church bells, will softly light the space. In contrast, the central pillar will feature a pixelated LED grid generating ever-changing moving images.
Maarten Markus, Managing Director Northern Europe of NH Hotel Group is equally enthusiastic: “As a vibrant, international metropolis, London is the perfect location for a nhow hotel. Cosmopolitan cities are inherently dynamic, ceaselessly producing new cultural, social and artistic trends. Our nhow hotels are an expression and measure of this dynamic. nhow London will reflect both the industrial past and technological future of its location and will become a creative hub for the neighbourhood.”