The restyled Generator London updates the original flagship of the growing chain of urban design hostels with Generator’s signature energy and a distinctly modern flare. Located in a former police station in RussellSquare, a quick walk from Covent Garden, Regent’s Park and the British Museum, the interiors were refurbished to express the dynamism of London’s bustling streets.
The new design concept created by Anwar Mekhayech and his team from Toronto-based DesignAgency, in partnership with local architects ORBIT and Shoreditch-based art collective Acrylicize, plays with bold graphics, rich patterns, and British cultural icons to convey the spirit of London’s streets, weaving strands of history, culture and styles within Generator London’s diverse social and intimate spaces.
The design layers spaces, experiences and styles, while also aiming to form a cohesive interior that will invite, entertain and encourage travelers to make connections, relax, party, hang out and feel as though they have a comfortable home away from home. Generator London is the essence of this new brand of hostels, with industrial, classic, modern, graphic, mod design styles and a subtle homage to the history of London and its local flavor.
Guests are greeted by a laser cut “hello”, a saluting British bobby, and a glowing smiley face atop a monolithic, British navy inspired reception desk. A custom train station information board buzzes with the excitement of the early days of travel. Central reception with reclaimed wood and brick serves as the entry to all the areas of Generator London. In the canary-yellow chill-out room, that can also be used for screenings, zig-zagging strips of light transform the space into an immersive and energetic environment. Chill-out lounge with custom games tables and criss-cross dynamic cove lights. Tiered seating, cork stools from Vitra and Tacchini Spin ottomans provide guests with a flexible and relaxed area to hang out, plug in and connect.
In a raised plaid cove, guests can pull up a Tom Dixon Fluoro stool to the communal table with Castor light above, or have a more intimate conversation around one of the circular wooden tables with Moooi Chairs. Cafe zinc bar with tin panel ceiling and chocolate brown oak wood details, and denim upholstered bar stools. Leather egg chairs, Tom Dixon marble tables and a Moooi black spider light add a contemporary twist to the traditional British pub aesthetic where guests can gather around Goodwives and Warrior’s hand-painted piano. Moooi black spider light hangs from the tin ceiling in the pink lounge over a Tom Dixon Screw Table.
On the rear wall, framed Generator memorabilia and lifestyle photography by The Lab Magazine. Metal frame and OSB wood pods create a cluster of seating arrangements in the canteen area connecting the cafe and the bar. Pod detail, one of five with built-in banquettes and recycled Coke bottle chairs from Emeco. Five angular OSB wood pods connect the café with the bar, while also creating intimate “rooms” and the feeling of an informal streetscape or an Underground train. One of these is the Travel Shop where guests can plan and book their stay. On the interior wall of the travel shop guests can discover London’s personality and hidden secrets on a hand-drawn and annotated map of London by British artist Jenni Sparks. In the dorm rooms, boldly coloured camouflage graphics wrap the walls and ceiling. Dorm rooms are simple but functional, encouraging guests to spend time in the social areas. The “Generator Premium” rooms with single beds have private en-suite bathrooms.
GENERATOR LONDON PROJECT FACTS
Address: 37 Tavistock Pl, London WC1H 9SE, United Kingdom
Size: 6,000 sq.m.
Launch Date: March 20, 2014
Owner: Generator / Patron Capital
Design: DesignAgency, Toronto, Canada
Local Project Architect: ORBIT
Lighting Designer: FD Creative
Art Consultancy: Acrylicize
Room Rates: Starting at €23 for a dorm bed
