We are staying at the new Nobu hotel in Shorditch London till Tuesday, and i just wanted to write a short review about it. There are so many hotels in Shorditch popping up left and right like new Gansvoort hotel, The Curtain. But we figured we stay at one of the best Shorditch hotels that has a distinctive character and personality.
We Stayed at the Nobu Hotel Shorditch London for the Soft Opening
Nobu Matsuhisa is a famous and popular chef who owns more than 20 Nobu restaurants around the world. The one in Malibu being the most famous one with the place to spot celebrities from Rihanna to Kim Kardashian. I can see why Nobu has grown to become a mogul – from a great partner Robert De Niro to Nobu restaurant being luxury, black chic, classy and also sexy. it is no surprise that Nobu restaurant expanded to hotels. And I think it is on fleek to start the hotel business.
Nobu Hotel is an Extension of the Creativity of the Owner Nobu Matsuhisa
When I was in grad school, you learn that brands nowadays are more than an image but a personality. Brands are becoming an extended self. Which products you use can describe who you are or what kind of personality you have. By driving a Harley Davidson or vespa, you will know what kind of personality they have. But this extended self of brand personality has expanded to more than tangible products.
With social medias like Instagram and Snapchat, your lifestyle can show who you are as well. And now a lot brands are expanding their category to lifestyle. One of them are hotels. I call it boutique hotel and you can read more about it here.
Brands are Expanding from Their Core Products that Align from Their Personality
Nobu hotel is probably one of the first brand to expand to hotels. brands that have a clear personality are expanding from their core products. For example, Equinox is opening a hotel in Hudson Yard in New York. If you are part of the Equinox cult, you will also want to stay at that hotel. James Perse is one of the softest and comfortable clothing company (And I love it!). They also jumped into the hotel business. If you are a millennial hipster who goes shopping at West Elm, you will be crying over the news that they will open bunch of hotels. These are all the hotels getting ready to open or just announced to be part of the hotel business. But before all that, Nobu and Robert De Niro saw this coming and opened Nobu hotel in 2013 in Las Vegas.
And now they are opening another Nobu hotel in London. I was curious what it’s like to stay at a hotel that is famous for making the best sushi.
Nobu Hotel in London is in the Hipster Town Shorditch
Nobu hotel is located in Shorditch, London. Shorditch is a hipster central where all the fashion and media people chill. There is already Ace hotel in the area, and all the clothing companies that hipsters love (from A.P.C to Sunspel). F.Y.I, if you want to read about Ace hotel in Shorditch, I wrote the dopest blog post here. Shorditch is often compared to Williamsburg New York (Also if you want to check some of the coolest hotels in Williamsburg, you can click it here and here). I was actually curious why Nobu would open a hotel in a place of hippies, hipsters and crazies. But I guess he is envisioning this neighborhood will change again to another level and here is what Robert De Niro explains about the neighborhood.
It is close to all the restaurants, bars and clubs. I am working on a 24 hours in Shorditch video right now, and I will update the post when it’s done!
Nobu Hotel Has a Very Minimal and a Calm Personality
I will say the hotel is very Asian, and more specifically Japanese. Everything is minimal and there is a calmness in the atmosphere. It is not a place to scream YAASSS.
When we arrived, the doorman kindly led us to the room and explained all the technology they had (from turning the light -many buttons on to using the TV – HDMI, Apple TV etc).
Even the Smallest Rooms Are Spacious & Doesn’t Feel like a Corner Room!
Even the small rooms have a cute seating area and a chair. So it is actually quite spacious and won’t be embarrassed even if you invite your friend for a drink before heading to Cargo. It is interesting how you can use a small space and utilize it to the max! There are two closets and enough space for two people to fill it in for a week.
Just Be Aware that “European” King Bed Is Not an “American” King Bed
The TV is absolutely huge and I actually never seen this big of a TV at a hotel room. Below the TV, there is a pot with two cups where you can drink tea, and I think this little touch really made this hotel special. Like the website describes, it is a “European” King bed. ALERT! It is not a typical King bed we think in America. It is more like a slightly bigger Full Bed. So don’t be disappointed when you see the bed.
Nobu Hotel Thought Through What the Guests Want from Sockets to Closet Space
The bathroom is built with minimalistic touch with copper sink.
The hotel did really thought through what people need when they stay at a hotel. You don’t have to walk around to find a socket to charge your phone. There is a usb port right next to the bed (on both sides) with night stands. It has a blind that will cover the shade or turn it into pitch black. I really love a hotel when they have these usb port next to you!
You can watch our experience at the Nobu hotel in Shorditch London below.
Because we went for the soft opening, a lot of places were not opened. We will be heading to see the restaurant this week and hopefully we will get a chance to visit the spa and the gym when they open.