Despite the ongoing pandemic, which persists and continues to impact the global hospitality industry, Accor remains committed to its growth and development strategy. In an effort to grow its international footprint, Accor is excited to bring the much-loved Mondrian brand back to the city of London.
At Accor, Lifestyle has taken on a new dimension, becoming a strategic pillar for the Group and a significant focus of development activity in the years to come. Last year the Group finalized the acquisition of sbe and also entered into exclusive negotiations with Ennismore to form the world’s leading Lifestyle operator in the hospitality sector. Once complete, this union will bring together an unrivalled portfolio of world class brands, including The Hoxton, Gleneagles, Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25h, 21c Museum Hotels, TRIBE, JO&JOE and Working From_.
Today, the Group’s Lifestyle network is expanding with the opening of a new flagship in August 2021: Mondrian Shoreditch. Among the Lifestyle-led brand portfolio, Mondrian stands out for its playful spirit, groundbreaking design, and progressive programming, while providing a base for guests and locals to immerse themselves in the culture of the city it inhabits.
The opening of Mondrian Shoreditch – a new European flagship – marks the return of the brand to London and further increases Accor’s footprint in the city, where our portfolio of more than 60 hotels includes much-loved classics such as The Savoy, a Fairmont managed hotel, Sofitel London St James, and the highly-anticipated Raffles London at The OWO. Although travel guidelines due to the pandemic continue to evolve, the capital’s inbound tourism is expected to increase by 21% from last year according to PWC UK.
Occupying the former Curtain hotel in London’s hip Shoreditch neighborhood, the 120-room property – which is owned by Reuben Brothers – has been given a top-to-toe overhaul that fully embraces the Mondrian brand’s individual, fun-loving spirit. As such, there is a lively collection of restaurants and bars that also emphasize Accor’s commitment to offering experiences tied to local communities, iconic designs and unique concepts revolving around F&B and entertainment.
For example, the original Curtain Members’ Club – home to a rooftop bar and pool called Altitude – has now been boosted with an excellent co-working space, while a new café and cocktail bar called Christina’s Shoreditch serves an all-day menu only using ingredients from local providers, start-ups and brands with social impact. In addition, chef Dani García has unveiled the first London outpost of BiBo, his popular Spanish tapas brand and, in a bid to highlight its lifestyle approach to hospitality, the hotel also has plans to team up with local personalities and brands to present various pop-ups and live performances in The Screening Room, a private event space and bar.
The property’s design, meanwhile, is the work of London-based firm Goddard Littlefair, who took its cues from the Mondrian brand’s upbeat vibes to reveal a light-hearted and energetic aesthetic, layered with standout art installations, such as the large-scale piece, hand-painted onto concrete by Fred Coppin, in the soaring double-height ground floor.
“We are delighted to be partnering with Accor and sbe to open a European flagship Mondrian hotel which will enhance Shoreditch’s already thriving artistic contribution to our capital,” say Reuben Brothers. “Mondrian Shoreditch will be a go-to luxury lifestyle brand for culinary and culture-seekers from all over the world.”
With its flawless location at the heart of London’s cultural scene, alongside a strong dose of Mondrian’s innovation and creativity, the Shoreditch opening is setting a new bar for the brand that has established itself as a ‘must’ destination for locals and travelers.
Following the recent launch of Mondrian Seoul Itaewon, up next will be the openings of Mondrian Bordeaux and Mondrian Cannes in 2022, while the brand is set to expand internationally with soon-to-be-announced launches in Australia, the Dominican Republic, Germany, the Maldives, New Zealand, Puerto Rico, Singapore, Thailand, and Vietnam.
