A new 80-room Hub by Premier Inn hotel has been earmarked for a prominent plot in the hip Camden Town area of the UK’s capital city.

Taking over the site of the former Sports Direct store on the corner of Camden High Street and Delancey Street, the proposed hotel was granted planning permission by Camden Council last year. The development will also include three social rented homes.

A new gateway to Camden Town

On opening, with an expected launch date of early 2022, the 80-key hotel will become Whitbread’s second Hub by Premier Inn hotel in the London Borough of Camden. In addition, it’ll be the first Hub by Premier Inn designed alongside social rented residential properties.

The Hub by Premier Inn hotel brand is differentiated from the more widespread Premier Inn brand by having a distinct concept pairing prime city locations with compact bedrooms, smart TVs and a through-the-day light-touch Lounge dining and bar offering.

Whitbread estimates that around 40,000 people will stay at its new Camden High Street property each year.

Benefitting the area

Ahead of securing its premise licence in the summer of 2020, Whitbread worked with Camden Council to agree on details of the planning permission. It’s now set to forge ahead with construction, following the former building’s demolition.

On announcing that the licence had been granted last year, Louise Woodruff, acquisitions manager for Whitbread, said: “Hub by Premier Inn hotels are designed for the most exciting and well-connected locations in the city, like Camden Town.

“All Hub hotels have a light-touch Lounge F&B offer as we know many guests of Hub hotels want to experience the local area by eating and drinking out when they stay. In this way, our new Hub by Premier Inn on Camden High Street will bring economic benefits to Camden Town as our guests go out and enjoy Camden’s restaurants, bars and unique culture and attractions.”

The new property is being designed by Morris + Company along with Axiom Architects. Whitbread is developing the property in partnership with Demar Holdings.

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