First Nobu Hotel in Europe starts on site in Shoreditch, designed by Ben Adams Architects

Ben Adams Architects announces that construction has started on Nobu’s first European Hotel, the Nobu Hotel Shoreditch in London. Expected to complete in early 2016, the 156-room hotel will be located at 10-50 Willow Street in Shoreditch and, as with all Nobu properties, the design will reflect the immediate context.

A palette of concrete, bronze, timber and glass overlaid with creative textiles and warm fabrics will be used to create a simple, considered and raw aesthetic. Nobu is about simple luxury and Shoreditch has a raw creative energy. The design marries the two with an elegant building, with a façade that fragments at the eastern end to create a dramatic new park. The site is narrow and bordered by Willow Street, Blackall Street and Paul Street and is overlooked by the Warehouses of Great Eastern Street to the North, including the apartments and offices of The Bryant Building (also a Ben Adams project). An intimate landscaped garden at the site’s eastern edge is articulated into terraces, seating and planting, and provides natural light and access to the generous lower triple height restaurant and bar space.

The project is under a long-term management partnership between Nobu Hospitality and the Willow Corp Sarl, the owner of the hotel. It is being developed by Meir Abutbul, the London-based boutique hotel developer.

Ben Adams, architect:

“We’re very pleased to be working with Nobu Hospitality on their first foray into the European market. The building has been designed to reflect their incredibly high standards and a simple palette of materials has been developed into a set of beautiful, refined finishes.”

Trevor Horwell, chief executive officer of Nobu Hospitality:

“The Nobu Hotel Shoreditch in London is our first European hotel joining our growing portfolio collection of hotels covering select locations in the Americas, Middle East and Asia. Our proven business algorithm for hotel owners is our tactical and competitive advantage, focusing our effort on maximizing return per square foot. We are as such continuing to expand our global hotel footprint with a robust development pipeline working with the best strategic partners.”

Meir Abutbul, hotel developer:

“The Nobu Hotel Shoreditch is a critical and valuable chapter in the ongoing evolutionary tale of London. For an area conceived through, and shaped by, contemporary culture and creativity, our architectural design is the obvious gesture. The demonstration of beauty, drama and instinctive elegance has found a perfect home with the Nobu Hotel Shoreditch.”