Architects Michael Squire & Associates, with designers Fieldhouse, have created a boutique bolthole in West London following their 4m overhaul of a six-floor Victorian terraced house.
London's blustery, noisy, and often pretty dingy western link, the Cromwell Road, has a new hotel of note to lift the tone. Say hello to The Rockwell.
The scheme is a replacement of an old hostel for backpackers that was the sort of place that hired out its rooms by the hour. But now, after architect Michael Squire and two developer partners took possession in 2003, it has re-emerged as a 40-room 'boutique' hotel with high design ideals, individuality and a purposefully 'home from home' feel.
The building is in a Victorian terrace ranged over six floors including ground and lower ground. Inside, following its 4 million overhaul, accommodation includes double rooms (premier double rooms start at 160 introductory rate, likely to go up to 180-190), four mezzanine family rooms (200, then 250) which utilise a sofa bed, and ten unusual single rooms (110-150) aimed at the lone businessman or woman who just wants a place to lay their head for the night, perhaps after flying in to Heathrow to the west.
But the unique selling point of the venue is the quiet, south-facing garden to the building's rear. Tastefully designed with decking, LED lighting, bamboo in oversized planters and a glass bridge to link to the main building, this space will prove useful for outside breakfasts, barbecues, and perhaps even functions such as small weddings or parties. In this part of London, the garden is a pleasant surprise, and certainly affords a better view to the rear for rooms which used to look out onto a sea of scrap and discarded mattresses.
Inside, head chef Andrew Larsen has been hired (previous posts have included the Baltic and Hush restaurant) to prepare a menu which leans towards modern English; One-Eight-One, the 30 cover (plus 40 outside) restaurant will be open to guests and non-guests alike.
The eating area is split into two - one for formal dining, another with a wall lined with banquettes for bar snacks, while the bar area folds away to prepare for the breakfast facilities. The kitchen downstairs is linked by a dumb waiter.
The design, by Rachel Gibson of Michael Squire and Associates alongside interior designer Fieldhouse, concentrates on creating individuality and character to each room, using attractive Cole & Son wallpaper prints on single walls, and walnut headboards especially designed by the architect. These were fabricated by Marldon Joinery, which also did the flooring in the hotel. All rooms have mini-bars, flat screen TVs and internet access points as standard.
Twenty-six-year-old manager Anna Swainston says the main thrust of the hotel will be to concentrate on service, hiring more than usual numbers of staff per guest.
DPA Lighting Consultants have worked closely with Squire & Partners to produce the lighting scheme for the hotel. "The impact the property has on Cromwell Road was an important aspect of the scheme," explains DPA's Nick Hoggett, "ensuring the building informed passers by that the hotel inside was interesting, unique and stylish working closely with the graphics the lighting exposed the natural elements of the architecture in a classic manor. The light fixtures themselves are as discreet as possible allowing the building in it's lit form to send out the message at night as well as during the day.
Outside, the building's roadside brick front faade was re-rendered, with triple-glazing installed to successfully shut out the loud road noise, while the whole building has been heavily signposted by using bright green surrounds to those windows intended to catch the eye and 'announce' the building's presence. These were inspired by the illuminated reveals on Stella McCartney's shop in Bond Street which caught Michael Squire's eye. Three hornbeam trees at the front - illuminated with fairy lights at night - provide a similar function, while graphics on the building have been provided by Mammal, a design outfit which worked with the same team on 06 St Chad's place, a new bar and restaurant near King's Cross.
Original Victorian tiled floors have been kept after having been revealed beneath 70s carpets. "We didn't know it existed and a lot of the project was like that, making the scheme quite a reactive and interesting process," says Gibson.
A waiting and lounge area gives on to a reception, behind which sit specially uniformed staff - cords, leather braces, tank tops and trainers to give off a slightly English eccentric air. Antiquarian books - mostly old Penguins, line the room near an open fire, while next door is a small similarly shaped room intended - at the moment - for small conferences or meetings.
Ceiling heights across the site are generous, meaning the corridors are less stuffy and airless than one normally encounters. Big windows allow for lots of natural light.
"With everything here, including the food, we're going for traditional English with a contemporary twist," says Swainston.
