RUBY secures second hotel in London

New project in up-and-coming Clerkenwell

Berkel en Rodenrijs, September 2019 – Before opening their first project in London by the end of this year, the Ruby Group and its founder and CEO Michael Struck have secured a second project in the British capital. The new hotel, called Ruby Stella, will be located on Eyre Street Hill, an historic lane in up-and-coming Clerkenwell, which is known for its quirky mix of traditional pubs and lively bars. The area is also a favourite with foodies, with restaurants offering dishes from every corner of the globe and a thriving street food scene. Situated just 600 metres from Farringdon station, all the main sights and shopping streets are a short tube ride away, while the city’s ancient heart with its fascinating maze of alleyways and old-meets-new architecture is a half-hour stroll away.

The new build has 154 rooms and has been carefully designed to complement the historic facades of the surrounding buildings, with the addition of a few modern accents. The project has been realised in collaboration Geneva Management Group and UDevelopment.

By successfully securing a second project in London, the young hotel group has proven once more its ability to convince investors, even in the most competitive real estate markets. “Ruby not only sets itself apart with its novel product concept, along with construction and process innovations, we also deliver outstanding efficiency in terms of footprint and personnel,” explains Struck.

A lean form of luxury

Just like the group’s other properties, Ruby Stella will follow Ruby‘s Lean Luxury philosophy: top location, high-quality fittings, and outstanding design. All of this is offered at an affordable price by rigorously cutting out the superfluous and focusing on the essential.

“This works because we accommodate luxury in a relatively condensed space, similar to luxury yachts, and we forego unnecessary services. Thanks to proprietary technical innovations, we plan, build and organise ourselves differently from conventional hotels. To be precise, we plan and build in a very modular way and centralise as well as automate processes behind the scenes wherever possible. This helps us create a luxurious and unique hotel experience at an affordable price,” explains Struck. Every hotel is designed and developed individually, referencing local themes and stories.

Twelve more hotels under construction

Apart from the two projects in London, Ruby is opening twelve new hotels between now and 2022 with the support of renowned partners, for example in Zurich, Geneva, Helsinki, Frankfurt and Cologne as well as in Shanghai.