More than 250,000 hand-laid bricks went into the facade of The Hoxton, Shepherd's Bush — a fact that tells you everything about EPR Architects' intentions for this 2022 new-build. Where a 1950s office block once stood, EPR raised an eight-storey structure whose warm terracotta massing and glazed brick fins carry the feeling of an interwar warehouse or a considered civic building, something that belongs to its West London streetscape rather than arriving from outside it. The steel-framed grid windows, glimpsed here through the dappled canopy of a London plane tree, reinforce that sense of settled permanence — remarkable for a building that cost £35 million and took less than a decade of the neighbourhood's imagination to conjure. Inside, AIME Studios — Ennismore's in-house design team — translated Shepherd's Bush's entertainment heritage and the graphic boldness of vintage London Transport into 237 rooms and a series of bar and lounge spaces that feel more like a well-curated private members' house than a chain hotel. The lobby gathers burl wood tables, channelled mustard velvet club chairs, Pierre Jeanneret-influenced scissor seats, and large-scale abstract murals in burgundy and ochre into a room that pulses with mid-century confidence. Upstairs, bedrooms are finished in dusty rose with sculptural arched headboards in teal stripe fabric, wicker-shade lamps, and oversized crittall-style windows framing the rooftops of W12 — warmly domestic, precisely calibrated.

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