Ruby Hotels is set to open its first UK property in London’s Southbank next year.
The 76-room Ruby Lucy will be a three-minute walk from Waterloo station.
The Ruby Hotels brand describes itself as “lean luxury” that offers an affordable price by “rigorously cutting out the superfluous and focusing on the essential.”
It does not offer amenities such as a restaurant or room service, although Ruby Lucy will have a 24-hour bar, a “work station” and a library.
There will also be a self-serve breakfast space.
Rooms will range from 14 to 23 sqm, and will each contain a Marshall amp that guests can use with a guitar borrowed from reception.
Guests will also get a tablet pre-loaded with a London city guide and social media apps.
Interiors will have a “carnival” theme, with dark colour schemes, brass accents and props including circus drums and juggling pins.
Rates will start at £110 a night.
Current Ruby Hotels are located in Hamburg, Dusseldorf, Munich and Vienna.
The group says it wants to open eleven new hotels, including a second London property, by 2022.
Ruby Hotels founder and CEO Michael Struck commented:
“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 automatise processes behind the scenes wherever possible. This helps us create a luxurious and unique hotel experience at an affordable price.”
The group previously announced plans to open a London hotel in 2019.