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Berlin's Unique Flair Transports to London
London's landscape is shifting, with new energy and concepts revitalizing the city post-pandemic. One particular trend capturing attention is Berlin-style hotelling, spearheaded by the German firm AMANO. Known for its vibrant nightlife and distinctive style, Berlin has inspired AMANO to bring its unique flair to London, starting with their first hotel, Hotel AMANO Covent Garden, and now with a second site, Waterman House.
What Is 'Berlin Flair'?
Conveyed through a fresh, modern aesthetic, the term 'Berlin flair' signifies a departure from traditional hotel decor. "It's dark and moody, rather than shiny marble," says Robert Stafler, director of AMANO UK and Manex Properties. This unique atmosphere is expertly crafted to evoke vibrancy and excitement, often showcasing a mix of cultural events. Stafler notes the successful nightlife scene at the Covent Garden location, where themed parties feature DJs from diverse backgrounds, catering to a variety of tastes and audiences. This strategy seems to resonate well with both domestic and international travelers.
From Offices to Chic Hotels
The transformation from office blocks to inviting hotel spaces is a project close to the hearts of the AMANO team. The acquisition and development of Drury House into the AMANO Covent Garden hotel involved substantial renovations, ultimately resulting in a thriving establishment that has witnessed occupancy rates between 90-95% annually. This success instilled confidence in the company to expand further into the London market, culminating in the recent purchase of Waterman House for £20 million. Stafler reflects on their earlier consideration of Waterman House, showing their commitment to thorough investment strategies.
Navigating Complex Transactions
The acquisition of Waterman House was notably intricate, involving regulatory approvals and shareholder consent due to its previous ownership by Regal Hotels. The fact that AMANO was able to fund the acquisition without a bank is significant; it simplified the process, allowing them to present a more favorable offer than competitors. Such strategic maneuvering demonstrates AMANO's positioning as a serious contender in the London hospitality sector.
The Bright Future of Hotel Investment
Despite challenging perceptions of London as an investment destination, Stafler asserts that opportunities abound, particularly in the hotel sector, as tourism rebounds. With international travel resuming and increasing interest from Asian markets, London stands poised for growth. Stafler mentions the increasing number of Americans seeking travel experiences abroad after years of restricted mobility due to the pandemic. As travel resumes, vibrant nightlife and cultural hubs like the West End will continue to attract visitors. AMANO’s plans to have Waterman House operational by mid-2027 align perfectly with these trends, potentially tapping into a pent-up demand.
Conclusion: Embracing New Hotel Concepts
The evolution of AMANO into the London market heralds a new era for hotel experiences, fusing international styles with localized elements. As these developments unfold, they signify a broader trend towards fresh concepts in hospitality, appealing to modern travelers’ desires for unique experiences. The continued investment in such innovative hotels can create not only jobs but also enhance the cultural tapestry of cities like London.
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