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14 SEPTEMBER 2023
Double Dutch: The Hoxton’s second Amsterdam hotel opens
Opening its doors in the city’s easy-breezy Eastern Docklands neighbourhood, The Hoxton, Lloyd breathes new life into the a century-old landmark that was originally built by the Royal Dutch Lloyd Shipping Company.
The Hoxton, Lloyd Amsterdam will honour the building’s heritage while embracing the laid-back vibes and independent spirit that defines this waterside district. A cosy, open-house lobby will welcome guests into the 136-room hotel, which also houses destination restaurant Breman Brasserie, standalone cocktail bar, Barbue, and the ultimate summer hangout in the form of a sun-drenched, south-facing terrace.
DESIGN
Following on from their successful collaboration at Amsterdam’s original Hoxton on the Herengracht, Ennismore’s AIME Studios has once again teamed up with local firm Nicemakers to shape the interior design of the hotel. Striking the balance between honouring the building’s Art Deco roots and embracing the youthful energy of the Eastern Docklands, the careful layered aesthetic combines original period features including striking stained glass windows, elegant panelling and intricate tiling with bold tones and playful, geometric patterns. Neighbouring gallery Bisou has installed the hotel’s all-Dutch artwork collection featuring emerging talent as well as established and rediscovered artists, while the Hox Gallery will be curated in partnership with local creative collective Stitching Kunstwerk Loods6. Even the hotel’s exterior provides a platform for artistic expression, with dedicated space for large-scale murals that will be created by some of the city’s leading street and graffiti artists. First up is Toscanabanana who brings her bold and colourful style to The Hox for a six-month residency.
ROOMS
The bold design concept is continued throughout the interiors of the 136 bedrooms where a warm palette of corals, reds and ochres is juxtaposed against cool blues and greys; a playful nod to Lloyd’s shipping connections. The unique footprint of the building has allowed for a whole raft of new concept rooms, including the Tower Room with its charming spiral staircase and unbeatable waterfront views, musically-appointed Tune Room complete with grand piano, and the Gather Room, a striking suite featuring a separate dining area, oversized bed and statement neon-green bathroom. All the Hox favourites including Cosy, Roomy and Biggy categories are represented, and the all-new, four-person Biggy Double Up with the addition of a second king-size bed, while Biggy Bunk Up rooms feature a double bed alongside curtained bunk beds reminiscent of nautical sleeper berths.
BREMAN BRASSERIE
Breman Brasserie is a comfort-driven spot that takes inspiration from turn-of-the-century European and South American cuisine named after the building’s original architect. Open all-day, Breman Brasserie kicks off from 7am with a slow and easy breakfast menu and a selection of freshly baked bread and pastries from local bakery, Fort Negen. From noon, light and healthy lunches are on the menu, but as evening draws in heartier dishes are on hand.
On weekends Breman Brasserie comes alive with its ‘Bagel Brunch’ – impressive towers of freshly baked New-York style bagels from Netherlands Bagels. The bar is in full swing from morning ‘til night with freshly squeezed juices, teas and coffee from local partner LOT61 by day and rowdy cocktails by night. As well as the main restaurant, Breman Brasserie is also home to a 270-seater terrace – perfect for those looking to soak up the sun on long, hot summer evenings.
BARBUE
Situated in the old ticket office that has been fully preserved in its original state, Barbue is a cocktail bar bringing European and South American cultures together. In collaboration with Tato Giovannoni, Founder of Floreria Atlantico in Buenos Aires (ranked fifth in the World’s 50 Best Bars in 2022), Barbue celebrates the rich history of the Lloyd building with Italian accents and Argentinian inspired cocktails.
Catching your eye upon entering the bar, the space has high ceilings adorned with the original light features and a mezzanine balcony overlooking the central horseshoe-shaped bar. Barbue’s drink menu includes a carefully curated list of Argentine amargos, such as Hesperidina, Pineral, and, of course, the Argentine regional drink Fernet Branca, imported from South America. In addition, there is an extensive selection of European vermouths and bitters, bringing together traditions and flavours.
THE APARTMENT
A Hox Staple, The Apartment is the hotel’s hybrid meeting and events space set on the ground floor comprising two private rooms, the Dining Room and Drawing Room, based around a central kitchen pantry. A cosy design informed by wooden panelling and mood, vintage-inspired lighting sets the welcoming tone for a wide range of events, big or small, from intimate suppers and inspiring workshops to full blown kitchen parties.
LOCATION
Loved by locals and curious travellers alike for its easy-breezy vibe and boutique shopping streets such as Javastraat and Czaar Peterstraat dotted with independent galleries, cafes and bars, the Eastern Docklands district offers a striking counterpoint to Amsterdam’s distinctive canal house aesthetic with a waterfront dotted with contemporary glass and steel buildings. The hotel is well placed to discover the entire city, it’s just a quick 10-minute cycle or tram ride to Centraal Station and 15-minutes away from its sibling on the Herengracht.
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