TRIBE
Stories about ‘new hotel concepts’ and ‘pioneering hotel brands’ regularly pass the desk of hospitality editors. The truth is that hoteliers and hotel designers rarely create new concepts; they pinch good ideas and develop them.
When GS Magazine launched in 1997 the majority of hotels in the UK could be categorised.
Putting aside the handful of truly luxurious five-star hotels, in the country it was all floral wallpapers, thick carpets and velvet curtains.
The style of these hotels hadn’t changed in decades – in some cases they still had shared bathrooms.
In the cities, market leaders like Hilton were still churning out hotels that were pretty much identical in their design and layout.
The belief was that travellers would prefer to be in the familiar environment of a trusted brand no matter where they were in the world.
Headline Makers
The headline makers in the UK were the design-led hotels, owned and run by independent hoteliers, hotels like The Halkin, One Aldwych and Blakes.
These were pioneers although it could be argued that the Americans got there first with hotels like Mercer Street Hotel and Morgan in NYC.
These ‘boutique’ hotels targeted a new type of hotel guest by providing style, fashion, great bars and standalone restaurant concepts.
This was the era of the cool hotel.
Within five years, all of the major hotel companies had bought into this concept by creating their own boutique brands or buying out originals with a view to rolling them out.
Within five years, all of the major hotel companies had bought into this concept by creating their own boutique brands or buying out originals with a view to rolling them out.
Fast forward a decade or more and the next concept arrived; hotels with a sense of place, the direct opposite to ‘international bland’.
These hotels had character and aimed to have relevance to their location, they provided guests with a feel for the local community and local culture.
At about the same time another breed of hotel was emerging and these were quite distinct.
Social Hubs
This new breed favoured open plan ground floor spaces where the usually separate functions of a hotel merged into one large social hub where guests could flow from one space to another.
In some cases high tables were replacing reception desks, breaking down the barriers between guests and staff.
Check in for guests sometimes took place on hand held tablets although people were actively encouraged to use the hotels’ facilities without having to stay.
These hotels were becoming social spaces for those who wanted to grab a coffee, plug in a computer and work or meet with friends, conduct business meetings, read a book or join the crowd at the bar.
This concept is typified by Citizen M which first opened in Holland and has since spread into a global brand.
Others have followed, including TRIBE which first opened in Australia in 2017 and now has eight hotels operating in different countries.
TRIBE has just opened its first UK hotel in London
The timing and location, in Canary Wharf, is perfect.
TRIBE London Canary Wharf
TRIBE London Canary Wharf, featuring interiors by Ennismore’s* design team – the visionary behind The Hoxton locations – the building considers the experience of both those staying within the hotel as well as passers-by observing the unique interiors.
TRIBE is a prime example of the new breed of hotel, with design driven spaces, but functional: a place to work, eat, drink, chill and socialise, it is a hotel made for modern travellers.
The concept is inspired by global travel – the demand for simplicity, outstanding bedding, a comfortable sleeping experience and quality bath amenities.
The sleek designs feature bespoke eye-catchers and up-to-date technology.
The comfortable social hubs are user-friendly and homely at any time of the day.
Everything guests need
TRIBE London Canary Wharf has 320 rooms set across six floors.
The rooms, though well designed, are little more than sleeping quarters.
The smallest of these are just 14sqm with the “Comfort XL” measuring 21sqm.
Each room benefits from natural daylight, floor to ceiling windows, kingsize beds, complimentary high-speed WIFI, stylish yet functional interiors with desks, and well-equipped bathrooms with rainfall showers.
TRIBE’S bedrooms have been designed to include everything guests need and nothing they don’t — a personal sanctuary that scores high on the comfort factor and low on fussy frills.
The ground floor at TRIBE London Canary Wharf is home to the hotel’s free-flowing, 24-hour ‘Social Hub’ with spaces to suit everyone, whether guests are there to work, play, eat, meet, or just kill time.
Comfortable and functional by design, guests can be as connected or disconnected as they like.
Welcoming all passers-by, TRIBE’s Grab & Go champions wholesome food that’s ready whenever required – simple, local, fresh and fast.
For a relaxed sit-down affair, inspired by the sunny climes of California, Feels Like June is a 200-cover all-day dining destination, serving generous plates of fresh, Europe-meets-West Coast flavours that bring a drop of coastal warmth to the city.
A bright, airy space lined with soft banquettes, lush planting and cool retro tiles, with natural textures and a green colour palette to create a sense of bringing the outside in.
The hotel also boasts a feature oval shaped bar alongside an 80-cover terrace, welcoming summer after-work drinks and dinner al fresco with colleagues or friends.
François Leclerc, Deputy Brand COO for TRIBE, speaking of the launch comments: “We are excited to finally bring the bold energy of the TRIBE experience to the UK, following the brand’s global success.
“Our vision for an intelligent, functional, design-driven hotel is a perfect fit for the dynamic Canary Wharf destination in London.”
TRIBE is not a new concept, but it is part of a new hotel revolution that is growing fast.
Expect to see many more TRIBES opening in the UK and worldwide over the next few years, the aim is open 50 including new sites in Manchester, Birmingham, Liverpool and Chester.
*TRIBE is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart.
Ennismore is a joint venture with Accor, formed in 2021.