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13 DECEMBER 2022
The Hoxton opens its doors in Shepherd’s Bush, London
A brand’s fourth London hotel heads across town to put down roots in the beating heart of one of the capital’s most diverse neighbourhoods, Shepherd’s Bush.
Located on the north end of Shepherd’s Bush Green, the hotel boasts 237 retro-inspired bedrooms, Thai-Americana restaurant Chet’s serving up fiery flavours, spicy shakes and natural wines, a secluded terrace, a huge open lobby featuring a mix of earthy-toned bespoke and vintage 70s furniture, and a show stopping central bar. To the right of the lobby is The Apartment meeting and events space, while a standalone retail unit plays host to eco-brand Plastic Freedom’s first brick-and-mortar store. The Hoxton, Shepherd’s Bush is an exciting addition to the hotel series, with its design-driven, community-focused hotels now in east, south, central and west London.
Designed by AIME Studios, Ennismore’s in-house design studio, the interiors draw reference to the local area throughout, with the public spaces reflecting retro transport design and the symmetry and colour palettes from the TFL archives in the nearby London Transport Museum Depot. Iconic train carriage shapes and aesthetics add to the design’s playfulness, while decorative glass chandeliers and pendants embellished with mixed metals add a dash of glamour.
Lobby
Bringing a touch of Shepherd’s Bush Green into the heart of the hotel, the lobby’s tonal aesthetic is complemented by tactile textiles, verdant prints and floral motifs. On entry, guests are greeted by a striking central wraparound bar of reeded maple & Salome grey marble with a curved, chrome gantry, contrasted by mid century modern lighting and vintage 70s furniture. Artworks in the space include large format pieces by locals Cece Philips and Hannah Ludnow and an oversized, abstract mural by Colette Lavette.
Rooms
The hotel’s 237 bedrooms also take inspiration from the history and heritage of the neighbourhood. Scalloped motifs reference architectural facets on nearby Pennard Road, while finishes of copper & antique brass metals, peach paint and warm toned timbers help to create a home-from-home feel. Playfully offsetting the bedrooms’ warm, cosy vibes, the bathrooms are defined by a (minty) fresh palette, informed by pistachio walls, bottle green tiles, walk-in rainfall showers and slick, chrome fixtures.
Rooms come in six categories, including Cosy, Roomy, Snug Bunk (who’s going up top?) and an all-new Hideout category: think basement crash pads with all the Hoxton touches, perfect for late nights and quick sleepovers. All rooms feature The Hoxton’s famous neighbourhood survival guides with tried-and-tested local recommendations from those in the know.
Chet’s
Head beyond the lobby bar and discover Chet’s, the Thai-Americana restaurant with a menu from Kris Yenbamroong of iconic LA hotspot NIGHT + MARKET. American comfort food with a Thai twist, the menu combines home-style hospitality with retro-nostalgic design, fragrant food and an informal, easy dining experience. Open from morning to night for breakfast meetings, boozy brunches, late lunches and even later dinners, Chet’s has something for everyone. The design amps up in the restaurant, in keeping with the fresh & fiery cuisine, featuring a vibrant colour palette inspired by Wes Anderson and booths that play on both railway motifs and classic 1950s Americana.
The Apartment
The Apartment, The Hoxton’s hybrid meeting and events space, comprises four rooms of varying size, centred around a communal pantry kitchen. Located on the ground floor, the rooms have retractable walls and concealed TVs allowing for a seamless transition to accommodate all kinds of occasions, from small meetings to large parties and beyond. This iteration of The Apartment has a residential feel, featuring curated artwork throughout as well as illustrative wallpaper by Anna Willms Textiles in greens, oranges and creams.
Plastic Freedom
Always looking to champion community-led brands and add value to its neighbourhoods, The Hoxton is proud to be collaborating with zero-waste store, Plastic Freedom as its retail partner in Shepherd’s Bush. This exciting new concept marks Plastic Freedom’s first brick-and-mortar retail space, after being a one-stop online eco store since 2018, and comes as a marked evolution of The Hoxton’s retail offering, this being the brand’s first property with a dedicated retail space in Europe.
The neighbourhood
The new hotel is well located for exploring west London, with iconic destinations like Shepherd’s Bush Market, Bush Hall and Shepherd’s Bush Empire on its doorstep; much-loved hotspots like Portobello Market and Notting Hill in easy walking distance; and leafy Chiswick, Hyde Park and Richmond a short bus ride away, providing plenty to see and do for out-of-towners. As a neighbourhood, Shepherd’s Bush is a melting pot of cultures, cuisines and communities, and is steeped in music and entertainment history, famous for producing some of the world’s most famous rock ‘n’ roll bands and home to the BBC’s Television Centre. This rich history and thriving scene will heavily influence the hotel’s partnerships and programming, which, like with all Hoxton hotels, are integral to each property’s DNA and local spirit.
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