art’otel selects the Shoreditch area as one of the first UK destinations to launch the artcentric lifestyle brand
Shoreditch was given an injection of visitor demand around the time of the London 2012 Olympic and Paralympic Games.
Bridging The City, Bethnal Green and Haggerston and situated within the London Borough of Hackney, Shoreditch has historically been described as ‘somewhat rough around the edges’ but is now recognised as increasingly ‘edgy’, ‘creative’ and ‘hipster’.
As of 2017, 269,000 people live in Hackney, an increase of 33% in 15 years. Shoreditch and its neighbour Hoxton became a clear development contender for us to open our art-inspired lifestyle hotel concept in the UK: art’otel.
Our journey
The luxury lifestyle art’otel amsterdam opened in October 2013 with a bang. People queued to get a glimpse of the most hotly anticipated opening in Amsterdam that year. The hotel and destination cultural space 5&33, which includes a kitchen,
bar, lounge, library and gallery, was the first of its type in the cosmopolitan city and was embraced fully, with the restaurant tables being turned two to three times a night!
It was clear that the art’otel brand was going to be a lifestyle brand to watch. Fast forward to 2019, Shoreditch is now recognised as the third largest technology start-up cluster following San Francisco and New York City. Shoreditch, aka Silicon
Roundabout, is a leading cultivator of the art, fashion, tech and culture scenes – a place to see and be seen.
art’otel london hoxton development site Demonstrated by the success of the South Bank journey, PPHE Hotel Group, a seasoned discoverer of the next area for regeneration, worked closely with Hackney Council and developers to gain planning permission
to introduce a mixed-use scheme offering hotel, restaurant and bar, and potential retail and co-working space.
The hotel and concepts will be operated as art’otel with the construction planning process crucial in integrating the local community and businesses, including the then-trading Red Gallery, and being part of Hackney’s regeneration and improvement
of the site and thus the area itself.
Results
The Company completed an acquisition from its joint venture partner of its 50% interest in the company which owns the site on which art’otel london hoxton is to be developed, on 20 March 2018. As a result we are now in the driving seat when
it comes to creating its own construction timetable and pre-opening planning for the site.