Accor’s lifestyle brand expansion continues with Mondrian return to London

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Mondrian’s London return may only entail one hotel, but it represents the beginning of a massive development pipeline for Accor’s lifestyle hotel division.

A Mondrian flag will once again fly over a London hotel roughly two years after the brand left the UK. Accor and SBE plan to open the Mondrian Shoreditch London in spring 2021, the hotel partners announced Monday morning. The hotel will be the sixth Mondrian and comes after Accor announced plans last month for an independent division for lifestyle hotels. Accor leaders see this sector as a potential for major growth in coming years. “Lifestyle brands and hotels like the Mondrian in Shoreditch are going to be great examples of how to leverage the market,” said Gaurav Bhushan, CEO of Accor’s lifestyle division. “These brands thrive on authenticity and a certain level of service.”

Accor’s newest 120-room Mondrian — formerly branded as The Curtain — will include a rooftop lounge called the Rumpus Room, a restaurant by chef Dani Garcia, and continued operations of The Curtain Members Club.

Innovative food and beverage programs are key to not only maintaining a Mondrian brand distinction, Bhushan said. They are also crucial in accelerating hotel recovery timelines from the pandemic.

Stronger food and beverage outlets tend to bring in local clientele and put less reliance on international travelers at a time when many borders remain closed, the thinking goes.

“You’re able to leverage revenue growth much quicker than a regular hotel because a significant portion of revenue comes from food and beverage,” Bhushan added.

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