Fashion Week Stay – The New Road Hotel, Whitechapel

What is it everyone needs to have just before London Fashion Week gets under way? A clone so that you can be in two places at once? A pep talk from Anna Wintour? Two assistants? No, SLEEP. Because for the rest of the five days, as anyone who has ever tackled this mammoth biannual style event knows, you’re just not going to get any. A hotel in the middle of Whitechapel may not seem like the optimum option for a peaceful night’s rest – in fact, we took ear plugs just in case. However, the New Road Hotel – where we stayed at the start of this London Fashion Week SS19 – might possibly have provided one of the most peaceful sleeps ever.

The New Road Hotel is brand spanking new, opening its doors for the first time this year. Its 80 rooms are contained within a factory conversion, lending a strong industrial vibe to the sleek modern aesthetics – and some interesting original details. A few minutes walk from the Underground, the hotel is very well connected, whether you’re heading to 180 The Strand or visiting to see the London Sights. One feature that stood out right from the start was the people – we arrived rushed, late and with just minutes to change and head out to a dinner, and the reception staff were friendly, fast and very helpful. Questions were answered and a key handed over within minutes.

The room itself was compact with a (huge) bed snuggled into the recess of the exposed brick walls and large windows filling the room with light. The motto here is “everything you need for your stay and nothing you don’t” and this stood up to scrutiny. There’s no roll top bath or home made shortbread but you’ve got a powerful rainforest shower, hanging space, an abundance of plugs for charging things and a super comfy bed. If you’re addicted to your Oribe shampoo you might want to bring some with you as there are no pricey toiletry freebies (shampoo/conditioner is available from reception on request). But anyone with a finger on the pulse of how wasteful all that extra plastic is can easily get behind that.

There’s a lot to explore in the hotel, from the first-floor games room, second-floor library and top-floor yoga room, to the Cereal Grind cafe where you can feed your Crunchy Nut addiction. There’s also a plentiful supply of cocktails at the bar and an extensive menu at the hotel’s Marco Pierre White Chop House. We breakfasted early (too early frankly, but LFW waits for no woman..) - smooth Greek yogurt, granola and berries with a sizeable teapot of Earl Grey provided the perfect start to Day 1 of the shows, which included Pam Hogg and Katie Ann McGuigan. Thanks to the exceptional night’s sleep there was even energy for after parties…

We stayed at the New Road Hotel in September 2018.