The Store, Oxford, UK
A new hotel in the heart of Oxford opens, breathing new life into an iconic building that was home to one of the world’s oldest department stores. SPACE checked in, days before the official opening to exclusively explore The Store.
Words by Hamish Kilburn
Diverging from the conventional clichés of Oxfordian hospitality, The Store defies expectations in both service and design. Despite its proximity to Oxford University’s renowned colleges, the new 101-key boutique hotel has little reference to anything you would expect in a city that has such a strong affiliation to academia – you won’t find a single painted portrait or college crest on the walls. It is this deliberate departure that marks The Store as a refreshing and meaningful addition to Oxfordshire’s modern hotel scene. Its clean design —exuding richness, character and refinement in meticulously crafted spaces—stands as a contemporary homage to the building’s rich history.
When interior design studio Urban R, under its parent company Reef Group, took on the ambitious task to transform one of the world’s oldest department stores, Boswells of Oxford, into the city’s latest destination hotel, the designers embarked on a creative voyage of preservation and discovery. Their challenge was to balance the building’s charm with a contemporary design scheme that cleverly answered to its location in its own voice. “We saw ourselves as [the building’s] custodians of the next phase of its incredible story,” said Eleanor Alexander, Managing Director of Reef Group and Head of Design at Urban R. “This evolution from Boswells to The Store is embraced in everything we do, from our working culture and interior design through to the name of the hotel.”
The first impression of The Store, which opened in May 2024, is captured from the outside looking in from Broad Street. Floor-to-ceiling windows peer into the open-plan public areas that seamlessly spill into intimate and well-curated nooks. On arrival, guests are immediately welcomed by the hotel’s revitalising signature scent as they approach the understated check-in desk. Bright hues in the soft furnishings of blues and reds complement wooden bar stools, muted gold accents in both the signage and lighting, and a parquet floor that serves as a tangible link to the building’s heritage, as well as a nod to the renowned architecture and decorative features of Oxford.
“Everything has been carefully and painstakingly designed to capture the same excitement of discovery within a department store,” explained Alexander.
The General Manager, Simon Drake, described the design narrative of the public areas as ‘a mix of plush, modern, wide-open spaces juxtaposed with intimate and comfortable corners for moments of escape’.
For Drake, who has previously managed hotels including The Mandrake and more recently The Other House South Kensington, the opening of The Store is a ‘milestone’, both professionally and personally. “As far as openings go, this is the first hotel I’ve opened where the building and former organisation itself is so beloved and revered both locally and nationwide,” he explained. “This means my team and I have a significant responsibility to not only continue this legacy long into the future, but also to ensure we capture the same feelings of discovery and wonder that was present at the very core of visits to Boswells department store.”
Boswells of Oxford, which first opened in 1738 – and continued to trade for more than 280 years after – was a place of delight and curiosity to generations of visitors, which Drake and his team were fuelled to protect. “We believe the hotel has continued this legacy in our own unique way,” he explained. “You come in because your eye is caught by the striking design, next thing you know you’re having cocktails on the rooftop terrace, dinner in the restaurant and maybe even staying the night – that is The Store experience.”
The design styles vary as you pass through the property and, like a department store, remains unexpected around each corner.
The 101 guestrooms and suites, spread across the two interconnected buildings over seven floors, with six distinct design schemes, are complete with panelled walls and black-and-white prints that reflect a different side of the city. While some shelter luxurious velvet headboards, panelled walls and bold art-deco features, others feature leafy courtyard views with a muted palette and textures that comfort and cocoon the guest. “The design styles vary as you pass through the property and, like a department store, remains unexpected around each corner,” added Alexander. “Bespoke patterns and furniture mirror Oxford’s rooftop tiles, and the design follows the city’s ‘dreamy spires’ for uninterrupted views.”
Meanwhile, the bathrooms boast natural surfaces and matte black fixtures in taps and showers, reinforcing the hotel’s contemporary vibe while exuding a deep sense of calm.
The Store’s architecture and design narratives play on creative juxtapositions. For example, the jewel in the hotel’s understated yet stylish crown is the rooftop bar and terrace, with comfortable outdoor seating, that flaunts 360-degree views over the low-level skyline of elegant spires and historic structures. In contrast, the subterranean spa, an unexpected space, is wrapped in walnut panelled walls and soft lighting.
The main restaurant, Treadwell, named after one of the oldest Victorian streets in the city, effortlessly extends from the bar and lobby area. Tucked away at the back of the building, the space features a series of orb chandeliers, modern, characterful furniture and an illuminated floor that adds a distinctive and vibrant layer to the ambiance.
One of the many pitfalls designers, operators, and developers face when working within a historic shell is failing to let the interiors breathe, making spaces feel stale and museum-like. However, the design direction inside The Store is unapologetically focused on creating a new chapter in the building’s story. Notably, rather than traditional art (or any art at all in the public areas), the designers have played with lighting, wall colours, textures and proportions. For instance, the area between the bar and the restaurant features a blue porcelain tile wall set against a lighter blue backdrop, framing a modern fireplace. This adds a fresh, contemporary touch to the space without this ‘in-between area’ having to try too hard.
Crucially, though, the success of a hotel housed within such a cherished building hinges on its acceptance by the local community, staining the pages of its history book with a change of narrative. Drake, reflecting on this imperative, remarked: “The Store has embraced this tradition in our distinct manner. Our hotel’s inauguration not only underscores the demand for superior accommodation and culinary offerings in the region, but also sets a new standard for hospitality in Oxford, catering to both local patrons and global travellers alike.”
With meticulous attention to detail, The Store has triumphantly fulfilled its mission. Seamlessly blending historical charm with contemporary flair, the boutique bolthole, which shelters a memorable hospitality performance, emerges as a beacon of modern sophistication while retaining its unique identity in design and hospitality. Its opening marks, at the very least, a significant milestone in Oxford’s hospitality landscape, promising unparalleled experiences and proving to its classmates that leaning on heritage without sacrificing creative freedom is entirely possible with the right tools, knowledge and leadership.