London Has Built a 'Socialpreneur' Hotel
It caters to artists by providing an affordable—but supremely stylish—place to stay.
In recent years, hotels have upped the creative ante with artists-in-residence, on-site curators, and lobby exhibits to rival galleries—all in the name of guest experience.
The purpose of Green Rooms hotel, however, is to cater to the artist by providing an affordable—but supremely stylish—place to stay. The project is the brainchild of entrepreneur Nick Hartwright and Hoxton hotels founder Kurt Bredenbeck. With financing from the Mayor of London’s High Street Fund, Haringey Council, angel investors, and their personal funds, the two restored a 1935 building in the emerging Wood Green area. Green Rooms now offers 24 elegantly spare guest rooms (some with shared baths) and two hostel-style bunk rooms; rates range from $24 for a bunk to $127 for a studio apartment.
Travelers of any profession are welcome, but artists get preference on bookings and $13-per-night discounts, secured with documentation of their work. Partner organizations like Somerset House and the Royal Court Theatre house their performers there, and also use it for rehearsals.
The lobby is meant to be a gathering place for Wood Green’s arts community—and a talent launchpad, too: every six months, a new chef runs the kitchen, rent-free. Bredenbeck hopes that Green Rooms will be a new model, not a fad, and to bring the concept to other cities. And while the hotel is legally a for-profit venture, all earnings will be reinvested in the hotel, which the creators want to be self-sustaining.