Ruby Hotels has announced its intention to open a third property in London called Ruby Zoe, a new-build, 173-bedroom property in Notting Hill.
The new site, due to open in late 2023, will join the group's Ruby Lucy hotel (pictured), which opened on the South Bank earlier this year, and Ruby Stella, which is set to open in Clerkenwell in 2022.
The German hotel brand describes itself as "lean luxury", focusing on location and design at an affordable price.
Michael Struck, chief executive and founder of Ruby Hotels, said: "Based on the model of modern luxury yachts, we accommodate our luxury in a relatively small area and simply leave out the unimportant. We also organise ourselves using our own technical solutions in a very different way to the rest of the industry. We plan and build in a modular way, centralise more, and automate consistently behind the scenes.
"As well as helping us to make a luxurious and unique hotel experience affordable for our guests, this approach gives us a leaner and more adaptable cost structure and means lower risks for our real estate partners. This combination of advantages helps us especially in these unpredictable times."
Jo Allen, chief executive of developer Frogmore, which is working on the project, said: "We are delighted to have secured Ruby Hotels as an occupier on our Notting Hill Gate Estate. When we asked Gerard Nolan and Partners to market the hotel opportunity in our West Block we received 13 bids from 10 different hotel operators. We really love Ruby's approach and vision for the project which we believe will complement the area."