Walking into The Hoxton in Paris’ 2nd Arrondissement, I checked and then re-checked my Google map to make sure my Uber dropped me in the right location. As any smartphone-equipped traveler may know, it’s easy to get sucked into the specific instructions of a robotic GPS voice, or worse, trust a rideshare service to take you to a place you’ve never been before, without actually gaining a sense of place. The first time I arrived in Paris, fresh off the RER train from Orly Airport, I carefully navigated the curving streets to find an address I’d scribbled down in an empty Moleskine journal, a journal I’d hoped to fill with observations about the city.
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However, as of this past fall, I felt familiar enough with Paris and unwaveringly confident in my iPhone to dedicate half as much attention to navigating the city. This is how I arrived, confused, standing in the shadow of a swooping spiral staircase, across from a marble-topped bar, where a bearded bartender shook up various hues of cocktails. In ripped jeans and a T-shirt, I felt severely underdressed (and overtly American in what seemed to be a sea of Parisians) and embarrassed to be lugging a suitcase, backpack, and shoulder bag in the hyper-stylish space. But before I could re-confirm I was in the wrong place, a woman in a henley shirt offered to help with my bag, guiding me past chic, velvet tufted furniture and an inner courtyard to a concealed check-in desk. I was in the right place — and it was unlike any other boutique hotel. I had, after all, discovered this place and its signature black and white gridded sheets on a fashion influencer’s Instagram, and everything was starting to add up: The anti-hotel hotel has arrived.
The Hoxton, which has properties in London, Amsterdam, Brooklyn, Portland, and soon in Downtown LA and Chicago, is redefining the boutique hotel experience to lure Airbnb-minded millennials into impeccably designed, immensely cool spaces that locals actually want to hang out at. Small details, like a complimentary light breakfast delivered to each guest’s door every morning rather than a typically disappointing breakfast buffet, and the ability to purchase local minibar items at The Hox Shop, rather than peruse a lackluster mini fridge full of stuff you don’t want in your room, create a remarkable atmosphere.
For millennials and modern travelers, it’s about more than just a comfy bed and good shower; it’s about the whole experience. They want more. At The Hoxton, community engagement is key, becoming a real part of the neighborhood, being a space for locals as well as guests. Day and night, you’ll always find interesting locals and guests in the lobby, whether they’re brainstorming over breakfast, plugging away at a laptop, or catching up with friends over cocktails. The cultural programming brings the best of the neighborhood in, and the Hox Friends initiative— a hand-picked group of locals who echo the hotel’s values— share local tips and favorite spots to offer authentic recommendations and experiences to guests.
Each property is distinctly different based on location — Paris’ Hoxton was built in an 18th-century mansion and retains various elements of French charm. The design concept of each Hoxton is always inspired by the building it’s in and the streets and scenes that surround it. Authentic materials create a timeless and individual aesthetic, with functional spaces and a residential feel. Free Wi-Fi, accessible outlets, cozy sofas, and meeting-friendly setups recognize that a new generation of workers/travelers are often freelance or remote workers, allowing visitors to spend hours at a time in the lobby with coffee and a laptop, explore a city, and then return for cocktail hour.
In the geotag era, design and decor are arguably more important than ever. The Hoxton team utilizes Instagram for research and inspiration while acknowledging the impact social media has on their brand. As more people have access to design inspiration than ever before through platforms like Pinterest and Instagram, they are constantly driven to innovate and keep designs evolving and fresh.
While moving into a Hoxton property isn’t an option yet, recreating the experience at home is getting easier. The furniture, decor, and even the food served at The Hoxton stir up a fair amount of Insta-envy. People enjoy it so much that the hotel has decided to sell its bedding as well as other decor souvenirs. Alternatively, you could do what I did and buy remarkably similar pieces after checking out to bring the full Hoxton experience into your own bedroom.
