Hospitality Design - May 2017 - 135

"We've designed the hotel to be very porous to
the community, almost designing it to bring the
outside in," he explains. "Williamsburg is like
Shoreditch, and we feel completely connected
to this neighborhood: it's fiercely independent,
incredibly authentic, feels like a village. It's an
incredibly dynamic, versatile real estate market."
Further down the line, Hoxtons are planned
for downtown Los Angeles in a 1920s building,
which will feature the brand's first rooftop
pool, and in Chicago. Pasricha also has his eye
on Austin, Nashville, and Washington, DC, as
well as a few European markets. But growth is
organic, he says. "We have no ambitions to build
50 hotels. All of our hotels take painstakingly
long. They're curated and crafted. We don't have
brand standards. We tend to celebrate buildings
that are quirky or sometimes difficult. We've got
to connect with the neighborhood and with the
building before we even start to get excited."

Counter Culture
The Hoxton spaces are at once eclectic and
comfortable, welcoming but exciting. There's
a laidback feeling that's easier said than done
that beckon locals and guests alike. "You create
spaces that you would want to hang out in; warm
and inviting spaces that [feel like] an extension
of somebody's living room," he says. "We spend
a lot of time thinking about the design and the
space layout. Our reception desks are always
off-center, to the side. The bar merges with the
restaurant, which merges with our coffee station,
which merges with our lounge. We have a very
easygoing approach, where you can sit and eat

anywhere within the lobby, so you can have the
restaurant food on the couch, curled up by the
fire, if that's what you want to do," he explains.
"Of course, most of the designs are inspired by the
buildings and the neighborhoods we're in-that's
a big part of our design philosophy."
Smartly, Pasricha has collaborated with
Soho House for the design of the public spaces
and F&B operations, but moving forward, he's
looking to find other collaborators (like they do
now for rooms and architecture). As the company
grows, so does his in-house team of more than
30, who handle "soup-to-nuts," from branding
and graphics, to digital and FF&E. "Not only do
we own the real estate and operate it, but we also
design each and every one of the spaces ourselves.
It allows us to visualize the space and to use areas
that others might not see or capture," he says.
No detail is too small to Pasricha, who is
involved in everything from uniform selection to
the right coffee roaster. "As my team will tell you,
I am a bit of a control freak, but in a good way," he
says. "They do a very good job of telling me where
I should absolutely not be sticking my nose, but

I love the crazy process of space planning, of
interior design, of concepting food and beverage.
I've got people on my team that are way better
than me in these areas, but that's what keeps it
real, keeps it fresh, keeps it enjoyable."
Even if spaces are beautifully designed,
Pasricha says it is all about hiring the right
people from a diverse range of backgrounds and
experiences. "There's been a lack of innovation
in the world of hospitality over the last two
decades, and we've got a fighting chance of really
innovating guest experiences by looking outside
at other industries," he says, adding that he
passes out his business cards at unconventional
places, from bus stops to supermarkets, trains,
planes, and stores. "It's difficult to train inherent
hospitality," he adds. "People either genuinely
care about how people feel after an experience,
or they are transactional about it."

Branching Out
Hoxton isn't the only thing keeping Pasricha
busy. He recently bought the Gleneagles
hotel, a storied luxury country estate and golf
1. Lotti's restaurant
and bar inside the
Hoxton Amsterdam,
a collaboration with
Soho House, juxtaposes
exposed brick walls and
dark wood floors with
leather and plush seating
in amber and red hues.
2. An open courtyard in
the Hoxton Amsterdam
doubles as a meeting
space with colorful tiles,
greenery, and wood
decking.

2

3. A mirror reflection of
the guestroom at the
Hoxton Amsterdam,
featuring leather, brass,
and blue details by local
firm Nicemakers.

3

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