June debut for ‘completely different approach to staying away from home’
Lamington Group has launched room2 – a new brand specialising in what it’s pitching as a ‘completely different approach to staying away from home’.
The company is set to open the first fully-fledged hometel in Southampton in June, following a pilot in Hammersmith in 2016, and says it offers a design-centric alternative to the established aparthotel market.
It’s in an unused office building in Southampton and has been designed by Project Orange, a Shoreditch-based architectural firm specialising in unique concepts.
The ground floor features what’s described as a spacious, flexible space for guests to work, socialise or relax day and night.
The area – which room2 is calling The Living Room – also features a coffee bar where guests or visitors can buy drinks and snacks. There’s also a bar selling a range of beers, wines, spirits and cocktails and a gym/workout studio.
There’s also a pantry-style shop for guests who want to cook in the hometel’s rooms.
Lamington Group Founder and Managing Director Robert Godwin said: “This space is one of the key elements that makes our hometel different from the current aparthotels on the market. Many of them lack comfort and personality. They’re too impersonal and structured, making guests feel like a number. Our ground floor space has been created to reflect our approach; flexible and unique through well-considered design. We want our guests to create the experiences they want – we won’t prescribe what they do.”
Guest accommodation occupies the remaining four floors of the building, with 71 rooms in total.
A selection of rooms feature mezzanine top levels for flexible stays accommodating families, children and sharers.
Lamington Group says plans are afoot to take the room2 concept to others locations around the UK.