REVIEW: Assembly Hotel, Charing Cross Road
WHAT? In terms of simple, sexy aesthetics, no one does it better than Alexander McQueen, Stella McCartney and Gareth Pugh. Happily, Assembly Hotel knows this to be the case, and looked to them for inspiration when designing a thoroughly modern place to stay.
Set in the heart of central London (with plans to expand to other cities) Assembly’s spot on Charing Cross Road is truly urban, near the hottest nightclubs and bars. They know what customers are looking for – soundproof windows to soften police sirens, blackout curtains to aid hangovers and soft beds to sink into. You’ll find hot pink bunny rabbits at the door, giant showers and monochrome signage – this is a hotel unapologetically created with the Instagram generation in mind.
WHERE? For exploring central London, the location is unbeatable. You’re steps from the shops, theatres and restaurants of Leicester Square, Covent Garden and Soho, not to mention a stone’s throw from the stunning Somerset House, Royal Ballet and the Thames river. Minutes away you’ll find some of Fashionbite’s very favourite haunts – startlingly surreal tea room Sketch, modern Indian restaurant Dishoom, and STK (currently offering a FEASTival board that deserves any discerning day clubber’s attention).
ANYTHING ELSE? Yes – they’re about to open a rooftop bar that’ll afford excellent views across the city – a fantastic place for a first date. Until then, guests can take their breakfast on the ninth floor of neighbouring Hotel Indigo, where views are just as good.
DETAILS: Assembly London, 27-31 Charing Cross Road, London, WC2H 0LS / Assemblyhotels.com/