Venue Review: Ace Hotel, Shoreditch
There are numerous times in my life where I have felt conspicuously uncool. Once was when I somehow ended up in an AllSaints event (the Auber-cool fashion brand, not the 90’s girl band), another occurred recently when visiting the Ace Hotel over in Shoreditch. The place redefines what cool means (although apparently being cool isn’t cool….), it’s also redefining what a hotel looks like. Gone are the uniforms and pristine reception area, in comes baseball cap wearing porters and co-working space-come-record store instead. Upstairs, among the concrete clad corridors, you’ll find rooms with record players, complete with a stock of vinyl, acoustic guitars, local artwork and Scandi inspired decor.
The hotel has catered well for events, although you’d be forgiven for thinking they’d forgot to budget for paint when decorating the rooms, ‘industrial chic’ I’m told. What they lack in colour they make up for in views, with all main event spaces (bar the basement nightclub venue) benefiting from natural light. The 100 room has particularly impressive floor to ceiling windows offering views across the city, and the sizeable Britannia Room offers access to a balcony. It feels almost sacrilege to hold something as un-cool as a meeting here, however if you want to escape the mundanity of the traditional conference bunker I can think of few better venues to suggest.
I must admit that I genuinely believed I would dislike this place, however I can’t help admiring, being fond even, of what they have created. There is a genuine sense of community spirit throughout the hotel. Where other hotels fail to attract non-residents the Ace is bustling with local workers, armed to the teeth with MacBooks, beavering away in the public spaces. In a town with too many mediocre & uninspiring properties this is a welcome breath of fresh air.