UK: The 173-bed Ruby Zoe is set to be built in Notting Hill, with a scheduled opening for late 2023.
The project is to be delivered by London developer Frogmore.
It will include a combination of retail and hotel elements in a street-front public area.
The news follows the opening of Ruby Lucy in Southbank in late 2019. Ruby Stella, located in Clerkenwell, is set to open in 2022.
Jo Allen, chief executive of Frogmore, said: “We are delighted to have secured Ruby Hotels as an occupier on our Notting Hill Gate Estate. When we asked Gerard Nolan and Partners to market the hotel opportunity in our West Block we received 13 bids from 10 different hotel operators. We really love Ruby’s approach and vision for the project which we believe will complement the area. The Ruby Team have been fabulous to work with, having convincing development and construction competence together with the financial resources to deliver something special which I hope will be enjoyed by many.”
Ruby Zoe follows the group’s ‘Lean Luxury’ philosophy: a top location, high-quality fittings, and outstanding design.
CEO Michael Struck explained: “Based on the model of modern luxury yachts, we accommodate our luxury in a relatively small area and simply leave out the unimportant. We also organise ourselves using our own technical solutions in a very different way to the rest of the industry. We plan and build in a modular way, centralise more, and automate consistently behind the scenes. As well as helping us to make a luxurious and unique hotel experience affordable for our guests, this approach give us a leaner and more adaptable cost structure and means lower risks for our real estate partners. This combination of advantages helps us especially in these unpredictable times.”
Ruby Hotels operates eight properties, with 18 additional hotels either under construction or in the planning phase of construction.