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Room 2 launches: A design-led alternative for the apart-hotel market

Room2 hammersmith
Room 2, a new brand of apart-hotels has launched to blend high-quality design with freedom and flexibility, with apartment style rooms and a focus on friendly, community living. It enters the fastest growing segment of the hotel market with committed plans to open two additional sites in 2017 and 2018.

The concept has launched with a 16-room, six storey townhouse in Hammersmith developed with architectural firm and interiors studio Rawspace, with further sites planned to open in 2017 and 2018.

Offering guests the option of long and short-term stays, the brand combines a design hotel aesthetic with ‘home comforts’ including in-room kitchens, a communal herb garden, healthy-vending machines and yoga mats, on-demand movies and TV mirroring.

Room 2 has been launched by the Lamington Group, a property business currently operating 70 serviced apartments in London and has ambitious expansion plans, delivering much needed stock for the extended stay market. A 71-room site designed by Project Orange - the architectural firm and design studio whose clients include the Hoxton Hotel, Myhotels and Rezidor, will open in Southampton in Autumn 2017,  with further sites to be announced in coming months.

Robert Godwin (28) , founder of Room 2 and Managing Director of Lamington said: “This is an exciting time to be launching a new apart-hotel brand and this site in Hammersmith is just the beginning. The sector is still evolving and with Room 2, we hope to bring the design-led approach of some of the most inspiring modern hotel brands to residents looking for a more welcoming environment which offers guests total freedom.

“Millennial travellers and workers are looking for more from their stays - they want local experiences, a community atmosphere and thoughtful design. Room 2 has been created with this in mind and we have created a place where residents can work, and play in beautiful surroundings.”

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