I was going to meet one of the people working for Ace Hotels and be shown around this innovative space in Shoreditch. As I was approaching the hotel (previously not being there – I know, shameful!), I could tell that it must be the building. Yes, it seemed right that it would only take me a couple of minutes walk from my previous meeting 30 numbers down the street but somehow the exterior looked like the legend of Ace. It must have been these slightly industrial yet quirky tiled walls and the unusual touch of a clock over the entrance. The clock actually states Ace Hotel and except a small iron plate on a wall and name on the main door, there is nothing else that tells you that you are in the right place. This is the first unusual thing in this hotel as we are used to seeing these huge signs that you can almost notice from a plane announcing ‘You have arrived in the Four Seasons’. Instead Ace Hotel went for an understated and almost subliminal message of ‘Welcome to our unique and inclusive world of innovation =Ace Hotel‘.
My appreciation of a great design and branding work has not finished on the exterior and entrance. Interiors are as good if not better. The seemingly not matching and out of place products and art are so congruent with the mission of the brand that you can truly feel the amazing consistency of its communication.
Almost everything in the hotel from soap to art on the walls is a child of one of the many collaborations that Ace is famous for. And we are not talking here only about big brands but also new and exciting artists from the community. This is certainly an innovative way of thinking for a hotel and something that I personally hope and think will only grow in strength.
Anyway, back to the interiors. They were very warm and comfy yet organised and stimulating. Everything seemed to work with each other perfectly leaving you wanting more of this magical world.
The service element was yet another innovation. The waiters are not really walking around but rather leaving you in peace. If you want to order something, you can either walk to the bar or just ask a passing through member of staff. The philosophy is to let you be and not try to upsell. That combined with an informal and friendly communication makes you feel at ease.
So if you’re in the area and looking for a great coffee and a place to have your business meeting, I would highly recommend it. Oh! That’s another thing. There are plugs everywhere so bring your laptop or tablet and join the working bee hive.
Don’t forget to check out the amazing juice bar, flower shop and some pop-up shops Ace has created.
Picture Source: Ace Hotels