The brand debuted in Switzerland in November 2023 with this property, which is a conversion of the Hotel Ascot Zurich.
WHERE IS IT?
On Tessinerplatz in the city's quiet Enge quarter. It's adjacent to a tram stop (ten minutes from the city centre) and Zurich Enge railway station (served by the S-Bahn). The hotel is also a ten-minute walk from the convention centre.
Footie fans can hop over the road to the FIFA Museum, Lake Zurich is a five-minute walk away and the Rietberg Museum just 12 minutes' walk. There's a co-working cafe next door, plus a small Coop supermarket.
WHAT'S IT LIKE?
Theatrical but not kitsch, replete with red velvet, mirrored surfaces, statues and biophilic touches. London-based studio Sella Concept has done a wonderful job of jazzing up the interiors of this rather drab building.
The lobby has a manned reception, a self check-in kiosk behind a red velvet curtain and a lift. A mirror-panelled staircase transforms into a spiral structure with tiled monochromatic floors when peering down from the top floor - a cool cinematic touch.
ROOMS
The 80 rooms are spread across apartment-style studios (22-27 sqm) with kitchenettes - ideal for long stays - and hotel-style rooms (22 sqm) and one-bed suites (39 sqm) with mini fridges.
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