Sir Hotels rides into East London on a wave of development

So new that taxi drivers are still learning of its arrival, Sir Devonshire Square has just opened its doors at the leafy edge of East London. The latest from Sir, a small Netherlands-based hotel chain aimed at guests ‘who don’t do hotel chains’, it occupies a restored 17th-century textiles warehouse in a brick quadrangle, kitted out by UK designers Maison 191 in the sumptuous style of their other client, The Standard. Highlights include glazed wall tiles, geometrically carved wood panelling and hand-crafted ceramics — the only blip being the overuse, in bedrooms, of a Navajo-style pattered fabric that feels out of place.

A room at Sir Devonshire Square in Shoreditch. Photography: courtesy of Sir Hotels.

The forecast looks positive, with guests from the City and adjacent Spitalfields and Shoreditch creating a buzz. A gym, signature restaurant and private members’ club will follow, and you can bag a (soundproofed) room for £129. So, could Sir Devonshire Square spell the end of the East London hotel curse?

The reception area at Sir Devonshire Square in Shoreditch. Photography: courtesy of Sir Hotels.

Shoreditch has seen many design hotels come and go, with Ace being the first to shut up shop in 2020 and Mondrian closing only a couple of years after its 2021 opening. Jennifer Lewandowski, an artist, gallerist and longtime resident whose first exhibition was on a Shoreditch corner recently taken over by art’Otel, has witnessed the changing landscape firsthand. ‘I remember Ace being the first hipster hotel but, to be honest, the scene was a bit daft in there. And the rooms just didn’t cut it. Nowhere beats Soho House Shoreditch, but obviously staying there isn’t affordable on an artist’s budget.’ So far, not much has stuck. And yet, the hotel group Firmdale is set to build its first historic property in Shoreditch next year, and architects Allford Hall Monaghan Morris are about to break ground on a hotel-apartment tower.

Which begs the question: who exactly are these design hotels aimed at? Within a half-mile radius, potential guests include expense-account consultants, tech bros, creatives on a shoestring and tourists dodging the West End. To stay in Shoreditch as a tourist is a bit like choosing Brooklyn over Manhattan — yes, the neighbourhood offers a fresh perspective on a world-renowned metropolis, but are there enough like-minded travellers to warrant another high-end hotel in an already congested marketplace?

Aethos recently entered the fray, replacing the Nobu hotel, designed by Ron Arad. Meanwhile, Ace is now One Hundred Shoreditch and Virgin Hotels has taken over the Mondrian. Of these rebrands, Aethos looks most promising, with a convincingly luxe, five-star feel, free of gimmickry.

The lounge at Aethos London Shoreditch. Photography: courtesy of Aethos.

The rooftop restaurant at One Hundred Shoreditch. Photography: One Hundred Shoreditch.

The Virgin Hotel’s lobby. Photography: Virgin Hotels.

For now, 81-room Sir Devonshire Square is keeping things affordable and low-key, and its reliable location near the City — as opposed to say, poorer-connected Hoxton or Haggerston — is a plus for first-time visitors. Families and groups are welcome thanks to ingenious room configurations, yet even without the intimidating DJ-soundtracked lobby, the hotel still feels ‘cool’ — right in the heart of the East London action. Guests have a hushed haven to return to when it’s time to peel off the high heels and get some shut-eye. And in our opinion, there’s nothing cooler than a solid eight hours.