Ace Hotel has confirmed that its property on London’s Shoreditch High Street is to be debranded.
The hotel has been closed since the onset of Covid-19, and in a statement on the group’s website Ace said:
“We’re heartbroken to announce that our longtime home on High Street will no longer continue as Ace Hotel London Shoreditch. As our first hotel outside the US, it was built as an open satellite for the extraordinary energy ignited by the city itself. And we want to thank – with deepest gratitude and pride – all the ferocious champions of culture, the salty legends on the dance floor, the lone early risers finding dawn on the Rooftop.
“Thank you to our dream team, to fellow travellers and to our steadfast neighbours for embracing Ace and making it your own. In the words of David Bowie, ‘It was rugged, it was naive, it was heaven.’ (That quote is inscribed, in perpetuity, on the walls of Ace Hotel London.)
“We love you. We’re celebrating every incandescent second. You’re burned in our hearts, ad infinitum. London, you’re a dream.”
Business Traveller reviewed Ace Hotel London Shoreditch back in 2013, shortly after the property opened.
Boutique Hotel News reports that the property’s operator Lore Group is to take over management of the hotel, with the group stating that “Given the unprecedented impact of Covid-19, the Ace Hotel and its outlets will remain closed so that we can invest in significant renovation that will both refresh and enhance the guest experience”.
Ace Hotel has properties in US locations including Chicago, LA, New Orleans, New York, Palm Springs, Pittsburgh, Portland and Seattle, as well as recently opened hotel In Kyoto, and a forthcoming property in Toronto.