The new 143-bedroom Nobu Hotel Shoreditch will operate the "best quality experience" for its price point in London, according to the operating company's chief executive.
Set to open on 1 July on Willow Street, the property will become the fifth hotel, alongside three in the US (Las Vegas, Miami and Malibu) and one in Manila in the Philippines, operated by Nobu Hospitality. Rates will start at £249 for a deluxe room.
Trevor Horwell, chief executive of Nobu Hospitality, said that the brand approaches its hotel openings from a different stand point from most other operators because of the company's history as a restaurant business, which launched 25 years ago and today has 34 sites.
"We always carefully consider that our hotels have to be in a location which will attract a good local restaurant trade, in addition to international guests."
The 240-seat Nobu Shoreditch restaurant will be overseen by the founder of the Nobu brand, Nobu Matsuhisa, and feature his unique style of food inspired by Japan, Peru and other South American countries. Greg Seregithe, the hotel's executive chef, will run the restaurant on a day-to-day basis.
The menu will include renowned Nobu dishes such as black cod miso and yellowtail sashimi with japapeno, as well as new dishes from Seregithe.
Additional dining space is provided outside for up to 80 customers over four split level terraces.
Horwell would not say who owns the hotel, other than it is a "private European group". Its design has been undertaken by architects Ron Arad and Ben Adams, Studio Mica (bedrooms) and Studio PCH (restaurant).
The bedrooms feature black joinery alongside exposed concrete, while the bathrooms incorporate walk-in rain showers and custom-made gold washbasins.
The hotel also features a lobby bar, the Kaijo event space for a maximum of 200 guests, a spa and 24-hour fitness centre.
Nobu Hospitality intends to open a further three hotels this year in Ibiza, Marbella and the US west coast.
Nobu was founded in 1994 when Matsuhisa opened the first restaurant in partnership with the actor Robert de Niro and former film producer Meir Teper.
Today the company is run by Horwell and Stuan McKenzie (chief operating officer), who are both British born. Now based in Florida, they met when they worked at Hyatt, before moving on to the Como Group and Hard Rock Hotels, before joining Nobu in 2009.
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