9 Ideas to Steal from The Hoxton, Shepherd’s Bush, A Homey Hotel in West London
Sixteen years after The Hoxton debuted its first hotel in London’s hip Shoreditch area, the boutique hospitality brand has expanded to the eclectic west side of its hometown with a 237-room property on Shepherd’s Bush Green. Following in the neighborhood-driven footsteps of the Hoxton’s 11 other locations, the newest addition is designed specifically to fit into its surroundings—literally and figuratively.
In a concrete sense, the Hoxton team had to follow specific district guidelines to ensure the building’s facade would match its environment. Outside, the red brick exterior blends right in with the adjacent structures; meanwhile, the interior aesthetic was inspired by the locale’s residential zoning, music and entertainment industry roots, and diverse community.
“Shepherd’s Bush is between some quite posh neighborhoods, but it’s also a relatively gritty part of London,” explains Charlie North, the VP of interior design at Ennismore, The Hoxton’s parent company. “It’s got high-end residential all the way around it, so we wanted the bedroom design to be very residential. The public spaces reference the performing arts and the multicultural society.”
The combination of these hyper-local influences makes for a cozy, welcoming atmosphere that’s worth striving for in a home project, too. Intent on learning how to achieve this inviting vibe, I stayed at The Hoxton, Shepherd’s Bush this winter and chatted with North about nine ideas to steal from its design. Keep scrolling for my takeaways and his expert tips.
1. Incorporate arches.
2. Pay attention to the backs of chairs.
3. Consider a mural.
4. Paint a colorful ceiling.