The Hoxton has headed across town to put down roots in the beating heart of one of the capital’s most diverse neighbourhoods to open the doors of its fourth London hotel in Shepherd’s Bush. Located on the north end of Shepherd’s Bush Green, the hotel boasts 237 retro-inspired bedrooms, Thai-Americana restaurant Chet’s serving up fiery flavours, spicy shakes and natural wines, a secluded terrace, a huge open lobby featuring a mix of earthy-toned bespoke and vintage 70s furniture, and a show stopping central bar. To the right of the lobby is The Apartment meeting and events space, while a standalone retail unit plays host to eco-brand Plastic Freedom’s first brick-and-mortar store. The Hoxton, Shepherd’s Bush is an exciting addition to the hotel series, with its design-driven, community-focused hotels now in east, south, central and west London.
Designed by AIME Studios, Ennismore’s in-house design studio, the interiors draw reference to the local area throughout, with the public spaces reflecting retro transport design and the symmetry and colour palettes from the TFL archives in the nearby London Transport Museum Depot. Iconic train carriage shapes and aesthetics add to the design’s playfulness, while decorative glass chandeliers and pendants embellished with mixed metals add a dash of glamour.
Bringing a touch of Shepherd’s Bush Green into the heart of the hotel, the lobby’s tonal aesthetic is complemented by tactile textiles, verdant prints and floral motifs. The design encapsulates the area’s eclectic spirit, with custom rugs by West London’s own Holmes Bespoke layered under mid-century inspired armchairs, while a carefully-curated collection of original paintings, prints & mixed media collages provide interest and colour. On entry, guests are greeted by a striking central wraparound bar of reeded maple & Salome grey marble with a curved, chrome gantry, contrasted by mid century modern lighting and vintage 70s furniture. Artworks in the space include large format pieces by locals Cece Philips and Hannah Ludnow and an oversized, abstract mural by Colette Lavette. Scandinavian-inspired flatweaves and contemporary printed soft furnishings create a space that feels warm and welcoming, while the earthy colour palette is offset by feature panelled aubergine walls, creating a moody, opulent ambience.
The hotel’s 237 bedrooms also take inspiration from the history and heritage of the neighbourhood. Scalloped motifs reference architectural facets on nearby Pennard Road, while finishes of copper & antique brass metals, peach paint and warm toned timbers help to create a home-from-home feel. Curtains are inspired by brushstrokes, wavy headboards are custom-designed by Bute, and bed cushions are made with Ottoline fabric. Mid-century inspired bespoke lighting features floral motifs, and bedside lamps seamlessly fit in with scalloped rattan shades. Playfully offsetting the bedrooms’ warm, cosy vibes, the bathrooms are defined by a (minty) fresh palette, informed by pistachio walls, bottle green tiles, walk-in rainfall showers and slick, chrome fixtures.
Rooms come in six categories, including Cosy, Roomy, Snug Bunk (who’s going up top?) and an all-new Hideout category: think basement crash pads with all the Hoxton touches, perfect for late nights and quick sleepovers. The Hoxton commissioned two new contemporary, abstract prints for the rooms from local West London artist, Laura Wickstead, who previously produced the striking lobby mural in The Hoxton, Holborn. All rooms feature The Hoxton’s famous neighbourhood survival guides with tried-and-tested local recommendations from those in the know.
Head beyond the lobby bar and discover Chet’s, the Thai-Americana restaurant with a menu from Kris Yenbamroong of iconic LA hotspot NIGHT + MARKET. American comfort food with a Thai twist, the menu combines home-style hospitality with retro-nostalgic design, fragrant food and an informal, easy dining experience. Open from morning to night for breakfast meetings, boozy brunches, late lunches and even later dinners, Chet’s has something for everyone.
Kicking off from 7am for the early risers, the slow and easy Chet’s breakfast menu includes Pandan Cinnabon and Bodega sandwich with sai uah sausage, egg and cheese while from midday, larger plates and sharers are on hand with choices including Chicken Noodle Salad & Chet’s Smashburger. As the lights dim from 5pm, Chet’s turns up the heat with a menu consisting of more powerful and distinctive Thai dishes which balance heat, fat, salt and spice. Expect to see: Bloomed, Tingling Five Spice Onion, Skillet Steak served with Thai chimichurri and French fries, and Whole Sea Bream, perfectly matched with natural wines and unique cocktails like Lychee Martinis.
The design amps up in the restaurant, in keeping with the fresh & fiery cuisine, featuring a vibrant colour palette inspired by Wes Anderson and booths that play on both railway motifs and classic 1950s Americana. Chet’s design has an innately playful quality; architectural arches, diner-style tables with pastel glass tops, a graphic two-tone timber diamond cookline with plum bar stools… the attention to design detail is endless.
The Apartment, The Hoxton’s hybrid meeting and events space, comprises four rooms of varying size, centred around a communal pantry kitchen. Located on the ground floor, the rooms have retractable walls and concealed TVs allowing for a seamless transition to accommodate all kinds of occasions, from small meetings to large parties and beyond. This iteration of The Apartment has a residential feel, featuring curated artwork throughout as well as illustrative wallpaper by Anna Willms Textiles in greens, oranges and creams, contrasted with complementary panelling. Mustard cabinetry with reeded glass inserts and brown terrazzo floors create a 70s feel, all tied together by mid-century lighting, jute rugs and vintage lounge furniture.
Always looking to champion community-led brands and add value to its neighbourhoods, The Hoxton is proud to be collaborating with zero-waste store, Plastic Freedom as its retail partner in Shepherd’s Bush. This exciting new concept marks Plastic Freedom’s first brick-and-mortar retail space, after being a one-stop online eco store since 2018, and comes as a marked evolution of The Hoxton’s retail offering, this being the brand’s first property with a dedicated retail space in Europe.
Plastic Freedom will offer a complete range of sustainable products, as well as more unique and hard-to-find refillable products; shampoo, conditioner & hair spray from Moo & Yoo, face masks, moisturisers and serums from Upcircle, and even natural nail varnish remover, to name a few. This scale and variety of refill offering is set to be one-of-a-kind for London, making the shop not only beneficial to guests and local residents, but also a destination, driving footfall to the area.
Supporting The Hoxton’s commitment to its neighbourhood, Best Of is a retail collection featuring a range of limited edition products created in collaboration with some of the city’s best artisans, makers and brands, available to purchase in the hotel. The collection for Shepherd’s Bush has been curated with online lifestyle marketplace Trouva and includes the likes of slippers and bed socks from Yonder, pillow mist by Lab Tonica, candles from Nata Concept Store & candlestick holders by HODGE POTS.
An ode to independent and emerging artists in West London, Kindred Studios have collaborated with The Hoxton on a dazzling collection of handpicked work for Hox Gallery, in Shepherd’s Bush. Kindred Studios is a creative home for artists and makers showcasing different artists seasonally, giving art lovers access to some of today’s most exciting artists.
The Hoxton, Shepherd’s Bush is also partnering with the iconic Rough Trade West (Ladbroke Grove natives since 1976) to serve up the best mix of live music, experimental performances and DJ sets London has to offer in The Apartment, every last Saturday of the month. Not only this, Hox and Rough Trade West will be seeing in 2023 in style in Shepherd’s Bush with a New Year’s Eve housewarming party to remember. Expect a full hotel takeover, with free-flowing drinks and theatrical food from Chet’s, surprise & delight treats throughout the night and Chet’s Bingo full of prizes big and small… it’s set to be a treasure trove of fun.