Urban Villa gets go ahead for east London extended stay property

George Sell George Sell Uploaded 12 December 2013


UK: A joint venture between developers Union Hanover Securities and Southern Grove has gained planning permission for a 217-bed four-star extended stay hotel for Urban Villa.

The project, at 45 Whitechapel Road, E1, will be the flagship for the brand, and is a conversion of a 75,000 square foot office building.
The design, which is described as having "two distinct design-led identities: edgy Manhattan loft-style common areas and spacious four star luxury hotel rooms", was conceived by Architects Grzywinski + Pons (G+P) from New York, in collaboration with London-based Dexter Moren. G+P also designed the interiors and is advising Urban Villa on design standards across the entire portfolio.
Union Hanover director Andrew Fowler said: "We currently own five sites where we are rolling out the Urban Villa concept; we are under offer on two more and hope to have doubled our current portfolio within 24 months. This specific site on the edge of the City and close to Brick Lane personifies our design-led brand."
He added the company would be targeting similar London locations like Bethnal Green, Southwark, Hackney, Brixton and Camden, having now acquired most of their non-London targets such as Edinburgh and Aberdeen.
"The next phase will be key European gateway cities such as Amsterdam, Berlin, Paris and we would love to do something in New York, as it's had a significant influence on Urban Villa as a brand and still stands out when compared to Europe for design-led product," Fowler added.
Andrew Southern chief executive officer of Southern Grove said: "The planners were great to work with they really got the whole concept of 'Manhattan meets Aldgate' and helped us to pick the best scheme. The first pre-application discussion was held in June this year with a formal decision issued at the end of November which demonstrates tremendous efficiency, creativity and drive. This close partnership meant not only do we have confidence in the next property hotspot for London, but we also believe we have set the bar very high in terms of design standards for Aldgate."


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