Aethos Hotel
Redefining Luxury Hospitality & Private Members' Clubs Within A Shoreditch Architectural Icon
Spec
- Size: 115k sqft
- Type: Hospitality
- Timeline: 9 Months
- Services: Cost Consultancy, Principal Designer, Project Management
- Sector: Hospitality
- Location: London (Shoreditch)
Brief
Limestone Capital, a leading European private equity real estate firm, appointed Aura Consulting to manage the ambitious rebranding and upgrade of the former Nobu Shoreditch.
Transforming the property into the flagship Aethos Hotel and Private Members Club, the project involved a comprehensive overhaul of the 10-50 Willow Street site. The scope encompassed a nine-month hotel development programme – including a new roof, landscaped terraces, a luxury spa, gym, public reception, and café – alongside a fast-tracked three-month premium fit-out for the private members’ club.
Aura acted as the central lead, managing a complex stakeholder group including Milan-based interior designers Astet Studio and technical architects Ben Adams Architects.
Challenges
Architectural Integration – Harmonising a soft, narrative-led interior with the building’s famous “frayed” concrete and steel exterior designed by Ron Arad. Additionally, integrating high-performance acoustic treatments, a DJ booth, and an advanced sound system within the club spaces required rigorous engineering to isolate sound from the luxury guest rooms and wellness suites above.
Dual-Architect Coordination – Orchestrating the workflow between a Milanese design firm and a London-based technical architect required strict oversight. Aura bridged the gap between the creative vision from Italy and the technical, regulatory requirements of the UK building fabric.
Logistical Complexity – Managing the overlapping timelines of a major nine-month hotel modernization and a rapid three-month club fit-out required meticulous scheduling of specialist trades to maintain momentum and ensure a seamless operational launch.
Highlights
The Willow Room – Created an exclusive social heart for the club, delivering a members-only dedicated restaurant, bar, library, and collaborative workspaces designed to cultivate meaningful connection.
Wellness & Structural Evolution – Oversaw extensive structural roof and terrace upgrades alongside a transformed wellness floor complete with a dedicated recovery area featuring a sauna and cold plunge
Local Craftsmanship – Integrated bespoke lighting and murals created by Shoreditch artisans, ensuring the global Aethos brand remains deeply rooted in its historic textile and printmaking context.
Let’s Talk About Your Project
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