A sensory blitz overtakes me as I shamble (yes, the result of that red-eye, early-morning arrival at Heathrow, so I am a little beleaguered) into the very groovy nhow Hotel lobby in Shoreditch, a London neighborhood that has (to quote Wikipedia) “become synonymous with the concept of contemporary ‘hipsterfication’ of regenerated urban areas.”
(Courtesy of nhow Hotel)
Is it too ’50s or ’60s to describe the lobby as very kitsch? The brainchild of James Soane of the very forward-, out-of-the-box-thinking of Project Orange, the hotel’s lobby readily invites countless choices upon entry: Should I have a welcoming limeade and biscuits from the “sweets” buffet? Or go over to the seven-foot-tall, cuddly teddy bear (seated in a peacock-back chair), with a big sign around his neck: “Free Hugs?” Do I go to the funky gumball machine and get a few jawbreakers, or waltz into the screaming-scarlet telephone booth, adrift in the middle of the lobby, pretending I’m Superwoman, about to transform my outfit?
Located in a district marked by an industrial past and a technological future (think Silicon Valley, but across The Pond, in a nabe that is a mix of art and tech galleries, artsy and dot-com businesses, and a bustling gentrification of industrial areas), the nhow embraces traditional design touchstones, metabolizing them with gusto and regurgitating them in an unconventional and disruptive way. Here, tradition and innovation collide.
When I get to my room, I see that the reading lamp above a comfy wing chair (upholstered, it would seem, by Jackson Pollack), is a black-metal bowler hat suspended from the ceiling. Punk graffiti adorns the walls of the 190 unique guest rooms, and towels are emblazoned with “King” and “Queen.” The obligatory amenity slippers are flip-flops, embellished with a design pattern of neon-colored, geometric shapes. In the loo is the pièce de resistance: On the wall, facing the commode is a larger than life portrait of Louis Quatorze, with his entire groin pixilated, as if he were naked, and the artist wanted to spare the hotel guest the shock!
Amenities abound. The nhow has more room amenities and toiletries than a posh, five-star property-bath salts, lip balm, and even little packets of throw-in-your-pocket tissues. And lest I forget: The “Do Not Disturb” door-hanger features a somewhat digitized picture of Queen Elizabeth, and alerts housekeeping: “I’m absolutely cream crackered.” (Yes, it means you’re exhausted, so Do Not Disturb.)
The breakfast buffet in the lobby, at the hotel’s open-plan restaurant, Guilty by Olivier London, is also a treat. There is a picture of Winston Churchill at the juice bar, but he’s wearing cat-eye glasses, also pixilated. The dinner menu suggests “less guilt and more foodporn,” and offers up many traditional items — whether tacos, nachos, or a Zen garden bowl, with a sneaky, tasty twist. You will find the staff helpful, eager, and knowledgeable. Yes, these histrionic décor touches also come with hand-holding. Convenience matters, as well: Tube stops for Angel and Old Street are but a ten-minute walk away. A perfect slice of new age heaven in Shoreditch!
Additional info: nhow-hotels.com/en/nhow-london
The nhow brand is but one of the huge hospitality conglomerate, Minor Hotels, which is a global leader in the hospitality industry with more than four decades in the field, and with over 560 hotels, resorts, and branded residences across 57 countries. The group crafts innovative and insightful experiences through its hotel brands: nhow, Anantara, Elewana Collection, The Wolseley Hotels, Tivoli, Minor Reserve Collection, NH Collection, Avani, Colbert Collection, NH, Oaks and iStay.
© 2026 Ruth J. Katz All Rights Reserved
All photos courtesy of nhow Hotel and Ruth J. Katz, as noted.
