As if Shoreditch wasn’t trendy enough, Dutch chain CitizenM has added a cool, ultra-sleek hotel to the heart of the London’s East End. Jack Southan reports
The CitizenM London Shoreditch hotel, which opened in September 2016, is the third property from the brand to open in London, in quick succession. The other two are the CitizenM Bankside, which opened in 2012, and the CitizenM Tower of London, which arrived in July 2016.
This push for launching in one of the most “sceney” areas of London, suggests a shift in clientele, or at least the areas in which people are looking to stay.
Located just a short walk from Shoreditch High Street station, the hotel sits as a central pillar of a new development of retail, workspaces and apartments.
The design of the new CitizenM reflects this change in consumer taste quite openly – the entrance is characterised by a colourful abstract artwork by AVAF and visitors are confronted with a distinctive spiral staircase that leads up to the first floor.Here, there are living and working spaces where digital nomads can meet, work, eat and socialise. It is a new way of mobile living that encompasses both work and pleasure into one combined entity. As with all its properties, CitizenM has worked with design and architecture practice Concrete to create a distinctive look for the CitizenM London Shoreditch, with contemporary features building an interesting and engaging atmosphere throughout.Interiors are eclectic, with a mix of Scandi and mid-Century modern pieces interspersed with pop art cushions, vinyl records and vintage toys.Technology and lifestyle is central to the hotel, in keeping with the Millennial creatives who stay there. Guests can check in and out at online terminals, enjoy free wifi and have access to CanteenM, a 24 hour café and bar that provides freshly baked croissants in the morning, salads, sushi and sandwiches throughout the day, and a hot dinner in the evening. It’s like a Google office but without the interview questions (or the free food).
Travellers also have access to CitizenM “ambassadors”, which help with anything you need, from fetching you a Macbook to finish your presentation, to mixing a strong cocktail to forget about it.
As for mod-cons, the CitzenM guest rooms are stylish and airy, featuring super king-size beds with custom-made mattresses, wall-to-wall windows, power rainshowers and custom bath products. All rooms have a flatscreen television and a tablet “Moodpad”, which controls almost every function in the room – from the ambient lighting and curtains, to the heating, TV and music.Guests can connect their own devices to it too, allowing them stream their own content, from films to music, to the TV, which is an idea that is already catching on globally.
This is a hotel for the digital traveller. It is at the forefront of a trend for hotels becoming more imaginative, bold and media orientated, with spaces for young professionals to live and work in on the road.It is an idea that will be sure to evolve and become the norm as the new generation of digital nomads become the main breadwinners of society.
The trend for providing great interior design at an affordable price is also something that is tapping into consumer demand. Rooms cost about £100 a night, which is good value in London.By 2020, 70 per cent of the UK workforce are expected to have embraced remote working. It is both exciting and refreshing, and blurs the lines between corporate travel and professional living in an age of tech savvy Millennials.