The Hoxton, Lloyd Amsterdam Opens in Eastern Docklands
The Hoxton is going Double Dutch with its second Amsterdam opening, this time settling into the city’s easy-breezy Eastern Docklands neighbourhood.
Breathing new life into a century-old neighbourhood landmark that was originally built by the Royal Dutch Lloyd Shipping Company, The Hoxton, Lloyd Amsterdam will honour the building’s heritage while embracing the laid-back vibes and independent spirit that defines this waterside district. A cosy, open-house lobby will welcome guests into the 136-room hotel, which also houses destination restaurant Breman Brasserie, standalone cocktail bar, Barbue, and the ultimate summer hangout in the form of a sun-drenched, south-facing terrace. All-new concept rooms include the top-floor Tower Room, the Tune Room complete with grand piano and the Gather Room, a perfectly appointed, wood-panelled suite crying out for in-room parties. Speaking of parties, Hox signature events concept The Apartment rounds out the line-up – primed and ready to host the city’s coolest happenings. Alright Amsterdam, it’s time to head East.
Following on from their successful collaboration at Amsterdam’s original Hoxton on the Herengracht, Ennismore’s AIME Studios has once again teamed up with local firm Nicemakers to shape the interior design of the hotel. Striking the balance between honouring the building’s Art Deco roots and embracing the youthful energy of the Eastern Docklands, the careful layered aesthetic combines original period features including striking stained-glass windows, elegant panelling and intricate tiling with bold tones and playful, geometric patterns. Neighbouring gallery Bisou has installed the hotel’s all-Dutch artwork collection featuring emerging talent as well as established and rediscovered artists, while the Hox Gallery will be curated in partnership with local creative collective Stitching Kunstwerk Loods6. Even the hotel’s exterior provides a platform for artistic expression, with dedicated space for large-scale murals that will be created by some of the city’s leading street and graffiti artists. First up is Toscanabanana who brings her bold and colourful style to The Hox for a six-month residency.
The bold design concept is continued throughout the interiors of the 136 bedrooms where a warm palette of corals, reds and ochres is juxtaposed against cool blues and greys; a playful nod to Lloyd’s shipping connections. The unique footprint of the building has allowed for a whole raft of new concept rooms, including the Tower Room with its charming spiral staircase and unbeatable waterfront views, musically appointed Tune Room complete with grand piano, and the Gather Room, a striking suite featuring a separate dining area, oversized bed and statement neon-green bathroom. All the Hox favourites including Cosy, Roomy and Biggy categories are represented, and the all-new, four-person Biggy Double Up rooms are perfect for stays with family or pals with the addition of a second king-size bed, while Biggy Bunk Up rooms feature a double bed alongside curtained bunk beds reminiscent of nautical sleeper berths.
Breman Brasserie is a comfort-driven spot that takes inspiration from turn-of-the-century European and South American cuisine named after the building’s original architect.
Open all-day, Breman serves light, healthy lunch plates from noon with highlights including a selection of Local oysters, Pumpkin with salsa roja with grilled corn salad and Smoked tomato fish pie. As evening draws in heartier dishes are on hand and include a daily changing Whole grilled fish, A double cheeseburger with American cheese and sauerkraut and a Veal schnitzel with Tonnato sauce. The seven-seater raw bar is the place to relax with friends whilst watching the chefs hard at work preparing the dishes in front of you, bringing excitement to the dining experience.
Kicking off from 7am for the early risers, highlights from the slow and easy breakfast menu include Crispy latkes with fried eggs and a green herb sour cream, Pancakes with blueberry compote and Buttermilk waffles with chocolate, banana and hazelnuts as well as a selection of freshly baked bread and pastries from local bakery, Fort Negen.
On weekends Breman Brasserie comes alive with its ‘Bagel Brunch’ – impressive towers of freshly baked New-York style bagels from Netherlands Bagels with toppings for guests to choose from including smoked fish, spreads, pickles and salads.
The bar is in full swing from morning ‘til night with freshly squeezed juices, teas, and coffee from local partner LOT61 by day and rowdy cocktails by night including Aperol slushies and cocktail pitchers as well as natural wines and ice-cold draft beer. As well as the main restaurant, Breman Brasserie is also home to a 270-seater terrace – perfect for those looking to soak up the sun on long, hot summer evenings.
The interiors bring the iconic Art Deco style back to life. It is a perfect combination of gold tones and enchanting glamour, but with a subtle and refined elegance. Although the design is glamorous, Breman Brasserie remains inviting and accessible. The seating is comfortable, and attention has been paid to the layout of the room to create an intimate and cosy atmosphere.
Barbue is a cocktail bar bringing European and South American cultures together in collaboration with Tato Giovannoni, Founder of Floreria Atlantico in Buenos Aires whilst celebrating the rich history of the Lloyd building with Italian accents and Argentinian inspired cocktails.
The classic old ticket office where travellers would buy their tickets before boarding ships to find a better life abroad, fully preserved in its original state, catches your eye upon entering the bar. The space has high ceilings adorned with the original light features and a mezzanine balcony overlooking the central horseshoe-shaped bar, where bartenders shake cocktails and guests are welcomed in front of the large windows that serve as a pleasing backdrop.
Barbue’s drink menu includes a carefully curated list of Argentine amargos, such as Hesperidina, Pineral, and, of course, the Argentine regional drink Fernet Branca, imported from South America. In addition, there is an extensive selection of European vermouths and bitters, bringing together traditions and flavours.
Founder and owner of Florería Atlántico Renato “Tato” Giovannoni has created the menu at Barbue bringing his extensive knowledge and experience in the industry to the table. His Bar was ranked fifth in the World’s 50 Best Bars in 2022. With his creative expertise and passion for bartending he has contributed to creating the concept behind Barbue.
The concept of Barbue is inspired by the “bares notables” of Buenos Aires, combining the aperitivo hour and the “La hora de vermút”, known from the South of Europe. It pays homage to the special melting pot of cultures that has led to the unique way of making drinks and how the Argentinians enjoy them.
A Hox Staple, The Apartment is the hotel’s hybrid meeting and events space set on the ground floor comprising two private rooms, the Dining Room and Drawing Room, based around a central kitchen pantry. A cosy design informed by wooden panelling and mood, vintage-inspired lighting sets the welcoming tone for a wide range of events, big or small, from intimate suppers and inspiring workshops to full blown kitchen parties.
Each Hoxton puts down deep roots in the neighbourhood it calls home, in no small way by establishing meaningful, long-lasting relationships with the people and places that inspire and bring something new to the table for guests and locals alike. Taking advantage of the Eastern Docklands’ swathes of open spaces. Hox has teamed up with renowned, black-owned streetwear brand Patta to offer monthly group running clubs, as well as bespoke running maps for guests looking to pound the streets in their own time. A sweet slice of the city’s foodie scene is served up through collaborations with the likes of Sweet Heat, who will be adding its hottest honey to a limited edition dish at Breman Brasserie every week. Fromagerie Kef will be proving there’s more to Dutch cheese than Gouda with supplies from its small-but-perfectly-formed store on Czaar Peterstraat, while dough lovers can finally skip the line as cult bakery Fort Negen heads East to bring their legendary sourdough to The Hoxton.
The ultimate neighbourhood shop, Best Of is a curated collection of products sourced from some of the city’s best independent artisans, creatives and brands available to purchase at the hotel. In stock are bespoke candles created for Hox by Very Goods Studios, artisan mugs from part shop, part studio Pansy, a limited edition run of Studio SKARV’s locally produced merino scarves and exclusive drops from one-stop sneaker shop Baskèts.
Loved by locals and curious travellers alike for its easy-breezy vibe and boutique shopping streets such as Javastraat and Czaar Peterstraat dotted with independent galleries, cafes and bars, the Eastern Docklands district offers a striking counterpoint to Amsterdam’s distinctive canal house aesthetic with a waterfront dotted with contemporary glass and steel buildings. The hotel is well placed to discover the entire city, it’s just a quick 10-minute cycle or tram ride to Centraal Station and 15-minutes away from its sibling on the Herengracht.
About The Hoxton
The Hoxton is a series of open house hotels, rooted in culture and community, located in key cities across the UK, Europe and North America. Each hotel is a reflection and extension of its neighbourhood, inspired by the diversity and originality of the streets that surround them. Vibrant, welcoming public spaces and exciting dining concepts mean every Hoxton is as much a destination for the local community as it is for guests.
The Hoxton, Shoreditch opened in 2006, followed by Holborn (2014), Amsterdam (2015), and Paris (2017). Global expansion saw the arrival of The Hoxton, Williamsburg (2018), Portland (2018), Chicago (2019), Downtown LA (2019), Southwark (2019), Rome (2021), Poblenou and Shepherd’s Bush (2022), and Charlottenburg and Brussels (2023). The Hoxton is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart.
thehoxton.com | ennismore.com