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Union Hanover to bring Shoreditch to Stratford with stylish hotel scheme

Penny Brook exterior
A hip new boutique hotel is set for Stratford City, East Village, E20 with the news that Union Hanover Securities has secured planning consent for its £126m Penny Brook hotel scheme.  
The striking 249-bed Penny Brook is aiming to bring a flavour of Shoreditch to Stratford.  
Eric Jafari, Managing Director of hotel developer and operator Union Hanover Securities said: “The unanimous backing of the London Legacy Development Corporation shows that they are as committed as we are to adding a new element of character to the Stratford masterplan.

The planners share our vision of creating a leisure-led cultural quarter, underpinned by the unique essence of our hotel. We will seek to appeal to Millennials who embrace the ‘anti-brand’ experience”.  

The London Legacy Development Quality Review Panel supported the planning application saying it “promises a unique and characterful addition to the International Quarter”. In particular, the panel noted the “extraordinary and elegant structural design”, developed by New York-based Grzywinski+Pons in partnership with engineers Manhire Associates.  

Architect Matthew Grzywinski said: “We were very pleased to receive planning permission for our Stratford scheme. After a very positive and productive process working with the London Legacy Development Corporation, it was especially gratifying that the committee understood our deep level of commitment to further catalyse the development of a world class neighbourhood through our architecture. We now look forward to ensuring the property is delivered as we envisioned”.  

The Penny Brook Hotel which forms a 25-storey tower with elegant recessed facades is arranged so the 249 guest rooms have been planned to optimize daylight and sunlight. There are four principle room types which are found from floor six through to floor 22.   

The hotel boasts restaurants and cafes at ground floor level, and conference facilities and event space with a terrace incorporated into the second floor. An exclusive high end food offer and bar for hotel guests and members will be available on the upper floors 23 and 24 with stunning views across the Queen Elizabeth Olympic Park and Central London.  

The development also includes an adjacent 137-bed Adagio. The 137 guest rooms of the Adagio aparthotel are split between 95 studios and 42 one beds and are designed to brand standards and archetypal layouts.  

Tower8 has been appointed as the project manager and it is hoped work can begin on site by early autumn.   

Tower8 director Adam Mursal said: “The dual-operator development represents an exciting, New York-born solution to a challenging plot in an area of London that is continuing the momentum of the Olympic legacy. The team has been brave enough to utilise ambitious architectural designs to deliver a new ‘living room’ for Stratford. In a construction market where contractors are being more conscientious about the projects they are opting to tender for, a scheme like this should really whet the appetite.”  

Union Hanover specialises in delivering destination boutique hotels in fringe locations and is currently delivering over £400m of hotel development across North and Central America and the UK. Other projects include an Urban Villa in Aberdeen, and in Edinburgh and its Sarani Resort in Panama. 

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