London Town Hotels (who also owns Quality Crown Hotels) is now pre-occupied with the opening of the Hotel Indigo - Paddington, the first appearance of this InterContinental Hotels Group (IHG) franchise within Europe on 2nd December 2008. (See our previous articles on openings listed below) The hotel promises to turn heads with its inspired design, attention to detail and sumptuous furnishings. Koolesh Shah is confident that the 64 bedroom boutique hotel’s ‘unique location and IHG’s global support’ will provide strong foundations for the Hotel Indigo brand to thrive throughout the UK and beyond.

IHG reported a sharp drop in trading during October and as Hotel Indigo will open in a wake of travelling stagnation there are growing concerns that boutique brands will have to ‘down trade’ to keep their business. Kate Kearns, Hotel Indigo Brand Sales Manager thinks that “while other large chains are developing 'cookie cutter' models, IHG has developed a boutique brand which is accessible to all.” Currently, Hotel Indigo charges about 20 per cent higher than those of Hilton and newly opened Novotel in Paddington and the cutting edge design and inclusive philosophy at the Hotel Indigo is likely to challenge other brands, at least in the Paddington area.

Hotel Indigo design was creatively interpreted by Douglas & Wallace designers, including Sue Wheldon, a qualified architect with 25 years experience, to capture the character of the bustling Paddington and Hyde Park area, making Hotel Indigo London - Paddington a unique product. The hotel design brings together mathematics, art and nature in perfect symmetry, from the perfectly proportioned nautilus shell - the logo of Hotel Indigo - to the signature murals of the Paddington Station arches in the guest rooms and the specially crafted glass staircase adorning the reception area. The hotel has also transformed London Street as the building was reinstated to its original glory, retaining unique Victorian style exterior and sash windows.

The design and service model of paradoxical ‘boutique brand’ Hotel Indigo was created specifically to address critical attitudes for those travellers that IHG identify as value shoppers, non-conformists and 'décor enthusiasts'. ‘Seasonal renewal’ will colour the guest’s experience of the hotel with scent, sound, lighting, soft furnishings and menus changing with the seasons throughout the property; a guest will experience the hotel anew throughout the year as their stay will encapsulate the atmosphere of the season in which they visit.

Quality and comfort are the hallmark of all London Town Hotels properties, and Hotel Indigo London - Paddington will echo this ethos with pure colours, hardwood floors, spa-like showers, layers of plush bedding and high-quality linens, placing this boutique brand between luxurious InterContinental Hotels and an upscale Crowne Plaza.


Simona Feruliovaite

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