London’s highly anticipated new Ace Hotel is all set to open its doors next week, having left no stone unturned in its quest to be the hippest hotel anywhere on the planet. The first European stop on the American boutique chain’s urban itinerary—visit New York, Palm Springs, Portland, and Seattle for the North American stops—this London branch has taken extraordinary care to project itself not so much as a destination as a cultural experience.
Beginning with its carefully chosen location—its prominence in the hotel’s official moniker, Ace Hotel London Shoreditch, is assurance that the East End district of Shoreditch has just the right quotient of counter-cultural cool—each uniquely decorated room, by London’s Universal Design Studio, boasts locally sourced vintage and bespoke furnishings with a gently industrial bent.
Musical infusions—in-room guitars, turntables, wall-printed lyrics, selection of vinyl records—original art; onsite florist; restaurant featuring star chefs David Waddington and Pablo Flack; and onsite cafe and juice bar comprise the full-on sensory experience. And for those unable to partake in person, there’s a Tumblr blog featuring Ace Hotel eye candy. Sweet.