NH Hotel Group has announced plans to launch its nhow brand in London within a new development by architect studio Foster + Partners.
Located in a 5.5 acres mixed-use development in Shoreditch, the eight-storey hotel will include 190 bedrooms, a restaurant, bar, gym and meeting rooms.
It described the nhow brand as "chameleonic" because its style is adapted to take inspiration from the city it is in.
Federico J GonzÁ¡lez Tejera, chief executive of NH Hotel Group, commented: "nhow brings in an up to now unseen level of hospitality and aims to become the benchmark for the most innovative cultural, social and artistic movements of big cities, globalised and constantly changing."
NH Hotel Group is a business hotel chain that operates around 400 hotels with almost 60,000 rooms in 29 markets across Europe, Americas and Africa.
The nhow brand is already present in Milan, Berlin and Rotterdam, while the company plans to grow the portfolio with a further 12 destinations by 2018, including the London project and two more already in the pipeline, in Amerstam and Santiago de Chile.