Tuesday September 24th, 2024 -
For our latest Success Reflects, we sat down with Alex Shamash, property entrepreneur and co-developer of London’s newest lifestyle retreat, Hyde London City. Alex spoke with us about what got him into the hotel business in the first place and what makes his new hotel such an exciting stay for discerning travellers as well as corporate clients – plus much more!
1. What made you get into the hotel industry, and what keeps you in it?
I have always had a deep passion for traveling and discovering remarkable hotels around the world. That curiosity and love for unique experiences naturally drew me to the hotel industry.
When the chance arose to develop my own hotel, despite my lack of experience, I was eager to take on the challenge. The learning curve was much steeper than I anticipated, but the transformation has been incredibly rewarding. The opportunity to blend my passion for travel with the hands-on experience of creating a distinctive hotel has kept me motivated and committed to the industry.
2. Your Hyde Hotel opened last year, how has the opening gone so far?
Hyde London City has been open for just under two weeks. Though it is not without its teething issues, the reaction to the opening has been overwhelmingly positive so far.
3. Who is your target market for the new hotel?
Originally, Hyde London City was designed with a focus on corporate clients. However, during the pandemic, we took the opportunity to rethink our approach. We’ve since shifted our focus to position the hotel as a destination in London for discerning travellers, offering a unique and luxurious experience. Additionally, we have created exceptional culinary and social experiences, aiming to provide both local and international visitors and residents with an unparalleled experience.
4. What part of the hotel was your biggest challenge?
Where do I start… each stage of development presented its own unique set of challenges. We definitely did not have it easy, but I managed to navigate through each hurdle and am incredibly proud of the outcome.
5. What is your favourite room or piece of art in the hotel?
My favourite room in the hotel is hands down our Headliner Suite. During the late stages of construction, we unexpectedly discovered that room had five-meter-high ceilings, which was an incredible surprise. This stunning feature, combined with the fact that you can gaze out onto both St Pauls Cathedral and the Old Bailey simultaneously makes it a grand yet beautifully unique space.
6. The hotel was previously London’s historic 15 Old Bailey, did this pose issues converting it to a new boutique hotel?
Converting 15 Old Bailey, which was originally built as a hotel but was converted and functioned as an office building for over a hundred years, definitely had its challenges. While it may seem straightforward to return it to its former glory, the process involved many intricacies. We had to take the building back to its bare bones and carefully consider how to preserve its rich heritage. We had to be thoughtful to blend the history of the building and its surroundings with a modern twist to create a unique and contemporary boutique hotel.
7. Can you tell us more about your subterranean cocktail bar?
Black Lacquer offers a unique blend of smooth cocktails and vibrant music. Inspired by the Hyde brand’s LA club roots, the bar features vinyl-forward music programming with dynamic DJ performances and monthly takeovers by eclectic music collectives. The ever-changing soundtrack, curated from an extensive vinyl collection, accompanies a cocktail menu that combines classic and innovative Japanese flavors. It is the go-to for a great night out.
8. We’ve read that the hotel taps into the LA club scene, can you tell us more about this?
The Hyde brand originally gained fame through its iconic nightlife venues in Los Angeles. Hyde has been renowned for its vibrant and stylish clubs that feature a high-energy atmosphere. The London location of the Hyde hotel carries forward its legacy, infusing the same sleek, sophisticated vibe into its spaces including its new bar Black Lacquer. This link the LA club scene is reflected in the bar’s design and its focus on music and nightlife, maintaining the essence of Hyde’s original LA roots.
9. How was your experience working with OakNorth, when securing funding for the new hotel?
Unparalleled. OakNorth truly understood the meaning of what an entrepreneur is and how they work. They committed to finance the project in a straightforward manner, and were supportive through all the twists and turns the project took. They allowed me to think outside the box and ensured my dream became a reality.
10. Can you tell us a bit about your ambitions for the rest of 2024 and into 2025?
For the rest of 2024, my focus will remain on Hyde London City to ensure its smooth operation. However, my eyes always remain open to new opportunities, so I look forward to see what presents itself as we enter 2025.
11. And finally, what has been the biggest learning while building this hotel?
The biggest takeaway from my experience developing Hyde London City is that for every problem, there is a solution – though it might not always be obvious! Through the various challenges we have overcome on this project, I have understood the importance of creative thinking and perseverance. I have developed a resilience that I plan to take forward into my future projects to navigate any complexities I may face.
I would like to thank my partners at Boscalt (a member of Edmond de Rothschild Private Equity partnerships), and the entire team at Ennismore (Operator) and for making this project a success.