As The Hoxton opens its first Scottish outpost in the beautiful city of Edinburgh, we took a moment to catch up with Charlie North, Global VP of Design and the head of AIME Studios (Ennismore’s in-house creative design team), about the references and inspirations that went into the design of the property. With a decade’s worth of experience designing The Hoxton interiors to his name, he’s certainly got the inside track when it comes to The Hox way of styling. Over to you, Charlie…
What’s the inspiration behind the design concept for The Hoxton, Edinburgh?
The design narrative of this project stems from three main concept pillars: shapes and patterns, a Georgian colour palette, and decorative playfulness, all inspired by the Royal Georgian design movement of the mid 19th century.
How does AIME Studios incorporate local culture and heritage into its design projects?
Our design process always starts with a research trip, to see the site and get an in depth understanding of the local culture. From a heritage perspective, it was clear to us that the architecture should play a lead in our concepting. Built as a series of townhouses in the 1850s, for the guest room design we took cues from the Georgian design period in terms of colour palette, and shapes and forms of furniture.
What were some unique challenges you faced with this project?
Because of the nature of the site being Grade II listed and split across several existing buildings (and even split across two sides of the street) we had to deal with a lot of inconsistency from room shapes and sizes, including a great mixture of cornice profiles and skirting boards, door and window sizes and ceiling heights – all of which threw us plenty of curveballs!
Walk us through the creative process, from concept to execution…
After our research trip, we compiled a document outlining key considerations and decorative design for the space. After summarising our research, we made sure our three concept pillars remained the backbone in guiding all the decisions we made throughout the design process.
What elements of the Edinburgh property’s design do you think will resonate most with guests?
In the guest rooms we’ve referenced playful Georgian design in subtle details, like the shape of the headboard and fringes on pieces of furniture. The overall space still feels contemporary, but authentic to the building’s history, in true Hoxton style.
How do you balance functionality with aesthetics in your design approach?
We’ve mastered bespoke design over the years and we’re very much function first when it comes to all things hotel interiors. Everything the guest interacts with has been considered and tested, so we’re not left with blunders that just don’t work.
“The lobby space will be a slight departure from the usual look of The Hoxton. With a tiled floor and communal tables, the arrival experience will feel primarily like a bustling cafe, but with cosy corners to be discovered as you walk through the ground floor. “
Name some design features at The Hoxton, Edinburgh that you’reparticularly proud of.
The Hoxton, Edinburgh will have a large events space with a huge skylight and a working fireplace – the perfect spot for a party. We’ve also worked in fun and unexpected details throughout the design, (look out for the working fountain in the restaurant, and Scotland’s smallest* secret cinema off the lobby!).
How does the design of the Edinburgh property reflect the overall brand identity of AIME Studios?
We approach every design project with a brand-first mentality. The Studio inhabits the identity of the brand to deliver a space that works and makes sense for its overarching DNA.
How do you anticipate the design of the Edinburgh property will contribute to the overall guest experience and atmosphere?
The lobby space will be a slight departure from the usual look of The Hoxton. With a tiled floor and communal tables, the arrival experience at The Hoxton, Edinburgh will feel primarily like a bustling cafe, but with cosy corners to be discovered as you walk through the ground floor. We expect the design to feel appropriate for the neighbourhood, which has a strong student and young professional presence.
Thanks Charlie! We couldn’t let you go without a few quickfire questions…
Minimalist or maximalist?
I favour considered and restrained design over theatrical and bold. And I also love some of the more ornate designs at the new Hox, Edinburgh.
Neutrals or bold colours?
There’s a time and a place – I default to neutrals in residential settings but never shy away from a room with character. Look out for The Hoxton x Bauwerk collaboration for a special range of limewash paint colours – including two specifically created for The Hoxton, Edinburgh.
Vintage or contemporary?
Vintage. At AIME we love furniture that tells a story, adding depth.
Texture or pattern?
Texture, but pattern too. Does it have to be one or the other??
Indoor or outdoor spaces?
Indoor… with windows.
*Not verified!
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