Ace Hotel Shoreditch is the first Ace Hotel in Europe, outside America. It has a very specific customer profile and philosophy for using local designers to create an authentic environment rooted into the area.
The design of the hotel by the Universal Design Studio found by one of the leading industrial designers in UK Edward Barber and Jay Osgerby is based on the locality. The heritage of the area comes from traditional craftsmanship. Today the area is a hotbed of the London creative industry.
The utilitarian interior style is meant to look like “a friend’s Shoreditch apartment”. “In the rooms each guest finds a curated shelf with a distinct identity and experience of place — useful crafted elements (maps, sketch pads) from local makers, records, books, a pin-up cork board and found curiosities”.
The challenge of this style is that it can look too studenty and not worth spending +200£ a night. Even bigger challenge is the architecture of the old building that is a very uninspiring block of flats. The low ceilings and lack of natural light are problems that you just can’t hide. However, darkness and smaller spaces provide intimacy to compensate the lacking contact with outdoors.
It is apparent to see from the outcome and use references that the designers have in-depth knowledge of the local area.