Located in an empty shipping container, the mocked-up hotel room will play host to a total of ten competition winners between 11 and 23 August. Guests will get a bed for the night in the pop-up hotel room, as well as morning coffee and pastries from local eatery Lyles and dinner available at a variety of Shoreditch restaurants.
Other local businesses have collaborated with The Hoxton to create a quintessentially east London experience. Interiors company Tusch und Egon has provided an iconic orange gnome and other decorative pieces, while Newcomber Wines will be giving guests a bottle of wine each night and artist Stika has provided artwork for the walls. A bathroom goody bag has also been supplied by cosmetics company Cowshed.
A series of exclusive events entitled ‘In bed with…’ are running in the room at lunchtimes. Provided by local businesses, they include hairstyling from Cheeky, a DJ set by Hoxton Radio and a Bloody Mary masterclass run by The Breakfast Club.
Katie Brinsmead-Stockham, group brand director at Hoxton Hotels, told Event the concept was developed around three pointers. "It’s about working with local businesses, doing things differently and showing off our small but perfectly-formed rooms," she said.
"Boxpark is doing retail differently and we do hotels differently, so it seemed like a perfect match," Brinsmead-Stockham added. "We initially explained why it could work for both of us and when it went ahead they provided the space and reached out to other brands within Boxpark. So many people have walked past the room and had a window to what a room at The Hoxton looks like; small but perfectly formed."
She said the ‘In bed with…’ series has been a way to showcase the hotel’s monthly events programme, and that she considers the whole event to be a success. "The amount of media and social coverage we’ve received off the back of this has been more than we could have imagined. I’m just really sad that it has to go back to being a box at the end of this week."
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