As the managing director for North America, Timothy Griffin is a crucial cog in the Hoxton’s well-oiled machine, which has taken the idea of attainable luxury mainstream. The lifestyle brand that hails from London has no plans of slowing down, especially as it expands into North America. Here, Griffin gives us an insider’s look of what to expect from the Hoxton in the months, and years, ahead, which he shared during the Brand Identity: Living the Lifestyle panel.
What void does the Hoxton fill in the lifestyle space?
The Hoxton has never just been about selling sleep, we’ve always wanted it to be more than that, which is where the open house idea and the cultural events programming comes into play. Yes, we have bedrooms, but we also have vibrant lobbies where locals and guests can hang out in to work, meet friends, and drink coffee or cocktails. We have great restaurants that are go-to all-day destinations, and an events program that’s open to all. Over the years, the Hoxton has evolved and grown up as a brand, but we’re still very much about offering value and welcoming everyone through our doors, whether they are neighbors or guests, and that will be the same for all our U.S. openings. As for the future, we’re looking forward to developing extensions of the Hoxton brand, through retail and some new concepts. It’s been a crazy journey for us so far going from one hotel in Shoreditch to a portfolio of four and counting, and working to evolve the brand as we go.
What can we expect from the latest Hoxton, opening soon in Brooklyn, New York?
First and foremost, our first-ever Hoxton rooftop. [It has] the most incredible view of Manhattan [and is home to] Summerly, our open-air restaurant. Williamsburg is also our first new build. We’re used to redeveloping old buildings, so it has been a big change for us. We’ve recreated the original brick carriage house that was formerly on the site [it was once the Rosenwach factory] in the lobby, which is a real feature point.
What’s next for the Hoxton?
North America is a big focus for the next few years. Along with Williamsburg, we have Portland, Oregon and Downtown Los Angeles opening this year, plus Chicago and San Francisco in the pipeline. We’re also looking at more cities in Europe, plus another two sites in our home city of London. For the Hoxton, it’s all about being in cities and neighborhoods we want to hang out in. We’re big on local and want to always make sure we’re an authentic reflection of the neighborhood. We collaborate with local designers and artists for our interiors and artwork, as well as local brands, creatives, and startups for our cultural events program.
A rendering of the Hoxton, Williamsburg’s Summerly rooftop bar with epic views of Manhattan.
An inviting palette with playful accents decorate the Hoxton, Williamsburg’s lobby space.
