This is the concept that redefined conventional hotel hierarchy.

The brainchild of Sinclair Beecham (of Pret A Manger fame), The Hoxton Urban Lodge is the world’s first ‘luxury budget’ hotel. We created the name, identity, print and packaging collateral and developed the interior detailing and finishes.

The ‘H’ device logo is formed from the cross section of a girder – one of the main structural details used to construct the hotel and a feature of all local architecture.

Exterior signage is formed from ½ tonne steel girders leading into a double height reception. Roaring fires in monolithic fireplaces fuse with the urban detailing of brickwork, polished concrete and exposed services.

"Luxury where it matters and budget when it counts." Among The Hoxton's many innovations are frette linen and duck down duvets complemented by a free 'lite' breakfast. It has fast become the City’s preferred 'cool' business hotel. Wildly successful from launch, it consistently operates at over 95% occupancy. A second venue has now opened in Holborn with further hotels planned in New York and Amsterdam.