Ruby reveals plans for fourth London hotel

by | 14 Apr 2021 | Hotel Projects, Projects

Ruby Hotels will operate a 169-room property currently being developed by Endurance Land in the heart of the UK capital, with support from investment partner Angelo Gordon.

Expected to launch in early 2024, the new outpost will follow on from the 2020-debuted Ruby Lucy on London’s South Bank, as well as Ruby Zoe in Notting Hill and Ruby Stella in Clerkenwell, which are both expected to open in 2023.

An exciting new destination in Southwark

Ruby Hotels’ latest expansion will introduce the Munich-based brand’s ‘Lean Luxury’ philosophy to Southwark. Its well-located property will place guests within a few minutes’ walk of Tate Modern, South Bank and Borough Market, while the Southwark and Waterloo stations are also close at hand.

The hotel will be built in the new public space Friars Yard in collaboration with project developer Endurance Land and investment partner Angelo Gordon. A team from Taylor Wessing advised Ruby on the lease.

Endurance Land, advised by JLL, is behind the new mixed-use site, which will integrate offices, retail space and the landscaped Friars Yard courtyard.

“We are delighted to have exchanged the agreement for lease with Ruby Hotels at 160 Blackfriars Road and look forward to welcoming them to the building in early 2024,” said Jonathan Fletcher, CEO of Endurance Land.

“We’re pleased to have supported Endurance Land and Angelo Gordon in their hotel operator search and in the selection of Ruby Hotels for this exciting project,” added Greg Childs, executive vice president of Hotel Development Advisory Group, EMEA, JLL. “The long-term prospects of the London hotel sector underpin the continued activity we’re seeing in the market now and Ruby’s distinguished brand offering is well-suited for this development.”

A calm retreat in a prime setting

On opening, the hotel will face onto the inner courtyard, providing a calm retreat for guests. The seven-storey property will house 169 rooms, along with a stylish 24-hour bar, café and lounge.

Accommodation here will range from cosy ‘Nest’ to expansive ‘Loft’ rooms, all of which will live up to Ruby Hotels’ sleep-scientist-approved formula for a peaceful night’s sleep. This is achieved through full soundproofing, blackout curtains, high-quality linen, and extra-long and wide custom mattresses.

The hotel brand’s ‘Lean Luxury’ philosophy, moreover, will ensure the property provides a prime location, high-quality fittings and outstanding design while keeping room rates affordable by cutting out non-essentials.

“The current challenges and future prospects of the industry have confirmed our ‘Lean Luxury’ approach,” said Michael Struck, CEO and founder of Ruby Hotels. “We make a luxurious and unique hotel experience affordable for our guests, and combine this with a cost structure, which is leaner and more adaptable than usual.

“This has the added advantage of reducing the risk for our real-estate partners. Our strategy works because we fit our luxuries into a relatively small area. We plan and build on a more modular basis; we centralise more and we consistently automate systems behind the scenes.”

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The Munich-based Ruby Group, led by founder and CEO Michael Struck, is breaking new ground with its 'Lean Luxury' philosophy.

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