Aparthotel brand adds Ember Locke on Cromwell Road to its portfolio.

Can’t decide whether you’d rather stay in an Airbnb or a hotel? No problem, there is something called aparthotels, a combination of both. A brand in this exceptional market is Locke, which opened its latest aparthotel in London: Ember Locke is its sixth property in London and thirteenth overall.

It is located in the Kensington and Chelsea neighbourhoods, on the historic Cromwell Road and within walking distance of famous museums, such as the Natural History Museum, the V&A, and the Science Museum. The new hotel offers 121 apartments, ranging from studios to duplex one-bedroom apartments. It was designed in collaboration by Atelier Ochre and the House of Dré. Ember Locke’s apartment interiors are curated as a series of boudoir rooms, including bold pieces such as banquette seating.

The location also includes Eve, a bar, restaurant, and café under the guidance of White Rabbit Projects, offering all-day cuisine. There is also a co-working space, a meeting room and a large garden; additional facilities include a gym and laundry room.

“This part of West London has long captured the attention of leisure and business travellers alike – you have some of the city’s best museums and shopping locations on your doorstep, and in the last few years, the area has had a real spotlight on it, with some of the best restaurants in London opening here”, said Eric Jafari, Chief Development Officer and Creative Director, Locke.

The company is working with Re.Line which provides uniforms to businesses, specialising in the hospitality industry and using products that would otherwise end up in a landfill. The new aparthotel is the first Locke property to see this concept come to life.