Munich-based hotel chain Ruby Hotels is looking to bring its unique take on the luxury hotel experience to London’s Clerkenwell.
The new hotel will be called Ruby Stella and is due to open in Q1 of 2021.
It will follow in the footsteps of Ruby Lucy, which will open on the Southbank in January next year.
The company is planning to unveil a total of 12 hotels by 2022.
Located on Eyre Street Hill, a stone’s throw from Farringdon station, the purpose-built Ruby Stella will be designed to blend in with the historic aesthetic of the surrounding Clerkenwell area.
It will house 154 rooms, all of which have been designed to create the perfect conditions for a good night’s sleep. Steps the company will take include full soundproofing, blackout curtains, high quality linen and extra big mattresses.
Ruby Hotels’ general attitude flies in the face of established industry norms. For instance, there will be a fully functional Marshall guitar amp in every room, while check-in will be done via a tablet computer and will take less than a minute, according to the company.
It’s all part of its ‘lean luxury’ philosophy, which involves stripping out the unnecessary and expensive extras and instead concentrating on the fundamentals. In a sideswipe at its competitors, it boasts about the fact that breakfast is locally sourced, which allows them to do away with an expensive kitchen and chefs, while it deliberately steers away from prestigious London addresses, which come with huge rents.