Independent Hotel Show 2021, Olympia London, 4 – 5 October

Posted in Events on 26 August, 2021

On 4 – 5 October, the who’s who of the boutique hotel industry will descend on Olympia London for the 9th edition of the Independent Hotel Show, presented by James Hallam.

As always, the event will bring together over 300 hand-selected suppliers, vital thought leadership and industry debate and a wide range of hoteliers, designers, architects and hospitality professionals for an unparalleled two days of networking and doing business.

Discover hand-crafted British furniture with Timothy Oulton Studio, unique and striking pieces from Dutch lifestyle brand PTMD Collection, high-end wallcoverings, murals and fabrics from ATADesigns and much more as you explore the show’s diverse range of exhibitors.

New for 2021 is The Concept Lab, where guests at the show can discover some of the most innovative and inventive suppliers operating in the independent and boutique hotel market. The Concept Lab supports up-and-coming businesses who offer visionary products and services – the kinds you may not see at your average business event – and brings them together to provide a first look at the possibilities surrounding the future of the hotel experience. Head here for an exclusive insight into the hotel design and décor trends of tomorrow.

The Innovation Stage

The Independent Hotel Show’s Innovation Stage, in partnership with eviivo, dressed by, and with art by Aster Muro, will once again be a lively hub of debate, insight and thought leadership, with a wide range of discussions examining some of the most vital challenges and opportunities facing the independent hotel sector.

Expect sessions covering the entirety of the boutique and independent hotel market, from revitalising urban hotels to building your rural staycation brand, from upscaling pubs with rooms to building a true gastronomy destination, plus key trend deep dives looking at issues such as staffing, sustainability, customer data and safeguarding the future of the hotel industry.

Sensory Design: Imagining the Impossible, will see Mark Bruce of EPR Architects, Sound Designer and Composer Tom Middleton and Marie Soliman, Founder of Bergman Interiors & Njord By Bergman, take a look at how taste, touch, smell, sound and sight can all come together in a cohesive and immersive sensory design, transforming the customer experience.

The Membership Model: Creating A Lifestyle Brand in Partnership with SPACE, will see Sophie Harper, Editor of SPACE, lead a discussion with Gareth Banner, MD of The Ned; Ed Workman, CEO of The newt in Somerset; and Rafi Bejerano, Director of Sopwell House that will explore the value of membership through brand establishment and building customer loyalty.


Designed by Aorta

Creative design studio Aorta is known for crafting bold and unique interiors, and now they’re turning their attention to the Independent Hotel Show’s regular features as design partner for The Suite and Social Business Space.

Aorta Managing Director Frida Rush described the thought process and the theme behind this year’s design, saying: “The last year has been an extremely challenging time for many businesses and individuals alike. As we continue to fight our way out of this pandemic, I paused to reflect, and realised that despite the losses we felt and will continue to feel for decades to come, Covid has forced us to stop and acknowledge time. Some wasted it complaining, others enjoyed the break in routine that lockdown afforded, many continued to work through it, and a few even prospered in these extraordinary times.

“I am exploring the impact of time on construction materials, the ageing process, and the art of patience in design. The ensuing spatial experience embodies our relationship between past and present. The Suite will feature salvaged architectural materials, bespoke furniture and unique interior finishes, all enveloped by the grand industrial presence of Olympia London. I am capturing the energy of the Industrial Revolution and the elegance of the roaring twenties. This contrast ignites the human senses, creating a mesmerising space where our guests can savour this moment in time.”


Exhibitor Highlights

Square In Circle, Stand 1408

London based design studio Square In Circle explores lighting design in minimal, geometric forms inspired by the Modernist Era. Materials such as marble, metal and glass combine to make each piece a true work of art.


Eichholtz, Stand 1710

Eichholtz is one of the world’s most well-known and reputable wholesalers of luxury design furniture, lighting and accessories. The Eichholtz brand is synonymous with luxury and the store is known as the ultimate destination for opulent interior pieces.


Aster Muro, Stand 1059

Aster Muro will be creating an abstract fresco polyptych to form the backdrop to the Innovation Stage. Painted in pigmented plaster using their innovative contemporary fresco techniques, the piece will be centred on the concept of ‘place as inspiration,’ taking note of gardens such as Monet’s at Giverny.


Discover what’s on at Independent Hotel Show 2021 and register for your complimentary pass at

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