ASTET STUDIO UNVEILS THE DESIGN OF AETHOS LONDON
Aethos London opens in Shoreditch, reimagined by Astet Studio with a tactile, narrative-led design rooted in local culture
London, UK, September 2025 - Astet Studio is pleased to announce the opening of Aethos London, a new hospitality destination in the heart of Shoreditch. The project marks a thoughtful reimagining of an already iconic building, originally developed as a hotel and opened as Nobu Hotel Shoreditch in 2017. The original structure stood out for its layered concrete volumes and its fragmented façade that appeared to peel away from the street.
Built on a narrow footprint, the architecture combined board-marked concrete, bronze, steel and high-performance glass. A sunken pocket garden brought daylight into the lower levels. Astet saw an opportunity to reinterpret the boldness of that structure with a more human and narrative-led design. The result is a space that speaks to the present-day energy of Shoreditch and offers a layered, immersive experience.
The brief was to reimagine a hotel experience that captures the raw, creative spirit of Shoreditch through a refined and emotive lens. Astet looked to the area’s industrial and textile history, the changing language of its street art and its unique balance of tradition and rebellion. These references informed a design that feels both grounded and experimental, where craftsmanship and contrast work together to create a rich, cohesive atmosphere.
Astet Studio oversaw every aspect of the design, from guest rooms and suites to the reception, bar, restaurant, gym, wellness area and members’ lounge. While each space has its own identity, they all feel connected through a shared sensibility. Recurring materials, soft transitions and a carefully calibrated lighting approach create a sense of rhythm and continuity throughout the building.
Materiality played a central role. Astet used a palette that balances raw and refined, textured textiles, brushed metals, and combined wood tones. Each material was chosen for its tactile quality and connection to the area’s industrial and artisanal roots. The colour palette draws from urban references like rust, concrete and charcoal, softened with warmer notes to create a mood that is both grounded and inviting.
Bespoke craftsmanship is embedded throughout the space. A terracotta wall from the original building was retained and framed within new panelling to give it renewed presence. A communal table in solid wood, custom lighting and a wide array of handcrafted elements were created in collaboration with local artisans and makers, reinforcing a sense of authenticity and place.
Natural light is used to bring warmth and dimension. Where the previous interior felt darker and more enclosed, the new design opens up the building to daylight, using translucent partitions, soft finishes and reflective surfaces to extend and diffuse the light. As the day progresses, the mood of the interior shifts, creating a dynamic and immersive experience.
Cultural references appear in subtle and unexpected ways. Marbled textures echo the area’s printmaking legacy, while woven patterns and murals draw from Shoreditch’s streets and history. These touches are integrated rather than imposed, allowing the design to feel spontaneous and embedded in context.
Throughout the project, the emphasis was on creating spaces that feel personal, layered and emotionally resonant. The design invites a slower, more mindful kind of luxury, where details are carefully considered and materials are allowed to speak. Sustainability was approached through longevity and local sourcing, favouring materials and craftsmanship that will age well and remain relevant over time.
With Aethos London, Astet Studio has created a hotel that not only responds to its surroundings but elevates them. The result is a design that feels at once grounded and atmospheric, offering guests a thoughtful retreat within one of London’s most vibrant neighbourhoods.
NOTES TO EDITORS
Aethos London Shoreditch
10-50 Willow Street, London EC2A 4BH
ABOUT AETHOS HOTELS
Aethos represents the next generation of experience-led boutique hotels and private members’ clubs - designed for modern-day travelers seeking connection, creativity, and community. With locations across Italy, France, Portugal, and Spain - and new destinations launching soon in the UK and beyond - Aethos redefines luxury through cultural immersion, responsible design, and personal wellbeing.
To learn more, visit www.aethos.com
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