CitizenM Shoreditch: the Dutch chain bringing style to London’s ‘budget’ boutique hotel scene

Its prefab rooms are a bit of a squeeze and it’s pricey but then this boutique chain is bang in the middle of London’s hipster heaven – Shoreditch

Down to earth: Dutch brand citizenM is spot on for smart but unpretentious atmosphere even if loo privacy could improve (Richard Powers/CitizenM)

The arrival of a chain hotel in Shoreditch in east London – even if it’s one as quirky as citizenM – doesn’t seem, at first glance, a good fit.

But then you see what the Dutch budget boutique brand has done with its third London branch. Launched in September, it brims with culture and originality while sending up convention.

Personality hits you at the entrance: an abstract wooden staircase spirals up into the lobby, where more standout features await to grab your attention. Every surface is awash with eye-catching colours, from brightly patterned cushions and black-and-white wallpaper, down to the hundreds of glass red bottles at the bar, and a psychedelic painting looking down at you from the ceiling. All before you’ve even checked in.

Street art: the urban exterior blends perfectly with the local vibe (CitizenM) (Richard Powers/citizenM)

The dining room alone features books of Nordic poetry, miniature Beatles figurines and modern art sculptures on the same bookshelf. And that’s just the dining area. The decor here – as in every other citizenM – is sourced from furniture designer Vitra; the contemporary style smacks slightly of Ikea, if a more refined version.

Sleek and chic: staircase leads up to the lobby (Richard Powers/CitizenM)

Perhaps in an effort to be down with the kids, the welcome booklet in my room has a reassuring message: “We won’t judge your movie selection... Feel free to ask for extra pillows to build your own fortress.” True, it verges on the overly matey vernacular parlayed by the likes of Innocent drinks but here the hotel is just different enough to get away with it.

What this ‘budget’ hotel doesn’t get away with is being a budget experience. Console yourself with a cocktail from the bar (advertised as open 24 hours, it stops serving alcohol at 2:30am). Barman Will is, hands down, the most knowledgeable barman I’ve met. He puts extensive effort into making sure every one of his customers gets a drink that meets their taste.

For those inclined to take a dip or hit the gym, there are no facilities on site, but a deal with Nuffield Health means you can take a short walk up the road to the local branch with a guest pass.

Swish: the bar’s not just stylish but the barman knows his stuff too (citizenM) (Richard Powers/CitizenM)

Location

CitizenM Shoreditch is tucked away down a side street, right in the heart of the area. Shoreditch High Street Overground station is a couple of minutes’ walk away. Old Street and Liverpool Street stations are both a 10-minute walk; from there, central London is no more than 20 minutes on public transport. Liverpool Street is also the jump-off point for Stansted Airport, with the Stansted Express train running every 15 minutes.

Shoreditch is peppered with enough quirky coffee shops, independent boutiques, restaurants, and fine street art to occupy a whole day. BoxPark and Brick Lane are the places for shopping, and the Pump Street Food Market is a good place to grab a variety of cuisines.

Snug: citizenM’s rooms make the most of limited space but bathroom privacy is problem (Richard Powers/CitizenM)

Comfort

Rooms are all the same modular build: bizarrely, they’re pre-assembled and have been installed by crane. The white, red and black theme in a dimly lit hallway continues into the units.

CitizenM’s flagship feature is what it calls the “moodpad”: an iPad that controls everything from the TV and lighting to the temperature and blackout blinds. It sounds like a gimmick, but it’s a pleasant one – it’s the first time I’ve been able to change the colour of the lights in my room to help me relax.

Mini-room, king-size bed: watch out for that bathroom if you’re sharing (citizenM) (Richard Powers/CitizenM)

Rooms in citizenMs are notorious for being tiny but there’s still a king-sized bed here, taking up more than a third of the floor space. There’s a sliver of a desk with a stool, the shower and toilet are squeezed into small cubicles in middle of the room (if you’re sharing a room, be aware that these are peekaboo bathrooms at their most extreme), and the TV’s hung on the wall at the foot of the bed. With the help of the mood pad, the idea is that you never have to get out of bed. Keeping on-brand with the citizenM style, the pillows have quirky slogans on them.

The frustration of hotels never having plugs near the bed is countered here with three different international sockets plus two USB ports.

Essentials

citizenM London Shoreditch, 6 Holywell Lane, London, EC2A 3ET (020 3519 4840; citizenm.com). Doubles from £139, room only.

citizenm.com/London/Shoreditch

WiFi: Free

Access: 18 wheelchair-accessible rooms

Rooms: ***

Service: ****

Value: ****

Click here to book the citizenM Shoreditch