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.
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.
The biggest challenge of working with a new building is the lack of historic details. To make up for it, North incorporated architectural features reminiscent of the mid-20th century, when the nearby music scene was booming.
1. Incorporate arches.
2. Pay attention to the backs of chairs.
The long, narrow lobby lends itself to small seating clusters that face the perimeter, which meant that North had to pay special attention to the backs of the furniture he sourced vintage and designed custom for the space.
Whimsically painted and illustrated walls are in.
3. Consider a mural.
For the guest rooms, North went with a relaxing, neutral color palette—except on the bold, semi-glossed ceilings.
4. Paint a colorful ceiling.
5. Invest in a headboard.
Every guest room in every Hoxton hotel includes a statement headboard that’s unique to its location.
For another playful nod to the mid-20th century, North incorporated wavy lines throughout the guest rooms.
6. Pick a shape and repeat it.
7. Go for statement windows.
Though most of North’s decisions were based on the identity of Shepherd’s Bush, he selected Crittall-style windows to honor The Hoxton’s signature look.
8. Install dimmers everywhere—especially in the bath.
Proper lighting is everything, down to the bulbs. You don’t want shadows, so we use wall lights, table lamps, and floor lamps to give a mixture of heights of lighting.
North chose the small-patterned curtains for their effect when the windows are concealed. For more on the property, head to The Hoxton Shepherd’s Bush.
9. Choose drapes with small prints.