Autograph Collection, Montcalm East, Shoreditch, London, UK

A hotel that revels in neighbourhood creativity and eccentricity

Brand | Interiors | Strategy

If the trompe-l’oeil architecture of Montcalm East challenges the eye, its identity challenges the everyday. In this hotel you can express yourself; you can be part of Shoreditch’s thriving creativity.

From cocktails to room keys, there are references to the hotel’s photo lab and a guest’s ability to create instant impressions of East London life. Through stark, monochromatic slogans on pencils, slippers, and coasters, and a logotype to reflect the unsettling angularity of the building’s windows, the hotel draws guests into the world of the maverick creator. The message is clear: this is an urban destination, not a city stop-over.

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