A third address in the German-speaking region
The Hoxton is setting its sights on Hamburg. Scheduled for summer 2027, The Hoxton, Hamburg will be the brand’s second hotel in Germany, after Charlottenburg in Berlin, and its third in the German-speaking region when Vienna is included.
Founded in London in 2006, the brand is celebrating its 20th anniversary this year. It has built its reputation on hotels that open out onto their neighbourhoods, with programming designed as much for local residents as for travellers. Starting from a single address in Shoreditch, it has expanded across the United Kingdom, Europe and North America, with recent openings in Florence, Edinburgh and Dublin, the brand’s first hotel in Ireland.
The Hamburg project forms part of the brand’s European growth, which also includes openings in Oslo and Madrid, its first address in the Spanish capital.
188 rooms over ten floors in the heart of the Nikolaiviertel
The hotel will occupy a 1950s building on Alter Wall, in the heart of the Nikolaiviertel, a district where historic buildings and contemporary architecture sit alongside independent boutiques, galleries and cultural venues. The Binnenalster and the City Hall are close by, with the Elbphilharmonie around a fifteen-minute walk away.
The merchants’ houses of Deichstraße and the Speicherstadt, a UNESCO World Heritage Site, are also within walking distance. The location places the property at the crossroads of the city centre’s tourist, cultural and business flows.
The 188 rooms, spread between the first and eighth floors, will come in six categories, including the brand’s signature “Cosy”, “Roomy” and “Biggy”. The hotel will also offer 32 connecting rooms, aimed at families and groups of friends.
An F&B offer spanning canal and rooftop
The ground floor will house a lobby conceived as a social space for locals and guests alike, combining vintage furniture and bespoke pieces, intimate nooks and works by local artists, around an all-day bar. A Mediterranean-inspired canal-side restaurant will serve breakfast, brunch, lunch and dinner.
On the top floor, a destination restaurant will offer Iberian-inspired seafood cuisine, with a panoramic terrace and floor-to-ceiling windows overlooking the Elbphilharmonie, St Michael’s Church and the City Hall. The offer is completed by a private dining room seating up to 20 guests.
On the events side, the hotel will be home to The Apartment, the brand’s signature meeting space, featuring three rooms, a dedicated pantry kitchen and a private terrace overlooking the canal.
Interiors by Stylt Trampoli
The interior design has been entrusted to Swedish studio Stylt Trampoli, which draws on the history of Alter Wall and the surrounding neighbourhood. This heritage will be woven into the hotel’s public spaces, in line with the principle of local rootedness that guides every opening for the brand.
Hamburg, a market deemed strategic
For Cédric Gobilliard, COO of Ennismore Europe, the city ticks every box. He said the group was delighted to bring The Hoxton to Hamburg, a city known for its maritime character, its thriving creative scene and the vitality of its cultural landscape. In his view, the city’s blend of historic charm and contemporary energy, from its canals and neo-Gothic landmarks to its nightlife and innovative modern architecture, makes it a natural fit for The Hoxton. He added that the brand looked forward to becoming part of the neighbourhood and bringing its distinctive approach to open-house hospitality to the Nikolaiviertel.
The project is being developed in partnership with The Chocolate on the Pillow Group. Its CEO and Managing Partner, Erik Florvaag, highlighted the appeal of the market, noting that the partnership was bringing one of Europe’s most exciting lifestyle brands to Hamburg, a particularly attractive market for the hotel industry in Germany. He said the group was pleased to further strengthen its partnership at such an exceptional location.
The deal illustrates the momentum of Ennismore’s so-called neighbourhood brands in Europe – The Hoxton, Mama Shelter and 25hours – whose continental pipeline is accelerating, as underlined by the recent appointment of Stewart Smith to head human resources for the Neighbourhood Brands.
At a glance by The Hospitality Tribune
The Hoxton, Hamburg – opening summer 2027
Brand’s 2nd hotel in Germany, 3rd in the German-speaking region after Berlin and Vienna
188 rooms across 10 floors in a 1950s building on Alter Wall, Nikolaiviertel
Mediterranean canal-side restaurant, Iberian seafood rooftop, all-day lobby bar, The Apartment events space
Interiors by Swedish studio Stylt Trampoli; developed in partnership with The Chocolate on the Pillow Group
European pipeline: Oslo and Madrid also scheduled for 2027
