In the ever-evolving world of hospitality, Guy Ivesha, CEO and founder of the innovative workspace and lifestyle concept Maslow’s, is pioneering a new approach to how we think about work, wellness, and luxury. With traditional boundaries between professional and personal life continuing to blur, Maslow’s offers a fresh, hospitality-led model that blends coworking spaces with the atmosphere and amenities of a boutique hotel. As the demand for flexible working environments continues to grow, Ivesha’s brand stands out for its emphasis on creating a holistic space where members can seamlessly integrate work, leisure, and well-being.
In this interview, we dive into the inspiration behind Maslow’s, exploring how Ivesha’s upbringing in the hospitality world, his experience working at some of the world’s most iconic hotels, and his observations of shifting cultural trends have all culminated in a brand that’s as much about lifestyle as it is about work. Ivesha’s journey is deeply personal, shaped by a childhood spent around hotels and a passion for hosting that was passed down from his father. Before we delve into the specifics of Maslow’s, Ivesha reflects on how hospitality has always been a part of his life.
Ivesha’s connection to hospitality runs deep—so deep, in fact, that it began from the moment he was born. His father, Boris Ivesha, was a general manager of a hotel, and in those days, managers often lived in the hotels they ran. “I got into hospitality by birth, not by choice,” Ivesha says, explaining that his early childhood was spent living in hotels, which gave him a front-row seat to the intricacies of the industry. “I was living and spending most of my time in and around hotels.”
“Living in New York in my early twenties was one of the most fascinating experiences I’ve had.”
This unusual upbringing had a profound influence on Ivesha, who speaks fondly of how his father’s passion for hospitality left a lasting impression. “What is hospitality? It’s the love of hosting people and entertaining them and ensuring they have a wonderful time,” he reflects. He recounts how his father’s love of bringing people together—whether in hotels or at home—sparked his own desire to be a great host. “Seeing the kind of magic that he was able to create…made me want to be a great host as well,” Ivesha says, describing the experience as the genesis of his love for the industry.
Building a Career in Hospitality
Although his path into hospitality might have been somewhat inevitable, Ivesha’s journey has been far from conventional. After studying hospitality and finance in England, he embarked on a career that took him across the Atlantic to New York, where he gained invaluable experience at The Mark Hotel, a high-end property on the city’s Upper East Side. “I always had a dream of living and working in New York,” Ivesha recalls. “Living in New York in my early twenties was one of the most fascinating experiences I’ve had.”
The internship at The Mark Hotel, then under Mandarin Oriental, was a pivotal time for Ivesha. “I got the rare opportunity to really work in every single department,” he says. This hands-on exposure gave him an in-depth understanding of how every element of a luxury hotel works together, from housekeeping to the restaurant staff. “The housekeeping…is perhaps one of the most important components,” he notes, stressing that while it’s a department that guests interact with the least, its impact is crucial to the overall experience.
Redeveloping the Iconic Plaza Hotel
Following his early experience in New York, Ivesha took on an even more significant challenge: the redevelopment of The Plaza Hotel, one of the city’s most iconic landmarks. After a stint at Tri Hospitality, a consulting firm, Ivesha was tasked with overseeing the transformation of the historic property from an 806-room hotel into a mixed-use development that included luxury apartments, a hotel-condo, and a high-end retail and food hall. “It was one of the most challenging yet rewarding projects I’ve ever worked on,” he says.
The Plaza’s redevelopment was a delicate balancing act. The hotel was steeped in history, and as Ivesha points out, “Every New Yorker felt they owned a piece of the Plaza.” Additionally, the project was complicated by union negotiations and the fact that the building had landmark status, meaning that certain aspects had to be preserved. At one point, Mayor Bloomberg himself had to intervene to mediate between the developer and the union. Yet through it all, Ivesha maintained the approach that had served him well throughout his career: listening and treating people with respect. “When people feel heard and seen, there’s more ways of resolving disputes,” he says.
After his successful time in New York, Ivesha returned to London to work in the family business. But the entrepreneurial itch to create something of his own soon became irresistible. “I always had the desire at some point to do something of my own,” he says, explaining how he began developing the concept for Maslow’s.
Inspired by the shifts he was seeing in work patterns and the rise of co-working spaces, Ivesha saw an opportunity to combine his passion for hospitality with a more flexible, modern workspace concept. The key difference, however, was the level of hospitality that Maslow’s would offer—something that traditional co-working spaces lacked. “I said, okay, I’ll create a hotel but simply replace the bedroom with a beautiful work study,” he explains. “It will be hospitality-led but it wouldn’t feel like an office.”
“What we are essentially allowing members to achieve is self-actualisation”
The Birth of Maslow’s and the Mortimer House
The first manifestation of Ivesha’s vision came in the form of Mortimer House, a property in London’s West End that was transformed into a unique blend of work and lifestyle spaces. Finding the right location was no easy task. “I was very specific and selective in what I wanted,” Ivesha says. He sought out a corner building in the West End with architectural charm and historic character, eventually landing on Mortimer House, which was built in 1930.
Ivesha took great care to preserve the building’s original features while incorporating modern, high-end design elements. Working with a New York-based interior design firm, Ivesha sought to create a space that felt both timeless and contemporary. “We wanted something that on day one would look like it’s been there forever,” he says. The result was a beautifully designed space that seamlessly integrates work, leisure, and wellbeing, a perfect embodiment of the Maslow’s ethos.
Maslow’s: A Holistic Approach
At the heart of Maslow’s is Abraham Maslow’s theory of human motivation, which focuses on a hierarchy of needs that culminates in self-actualisation. Ivesha explains that the idea came from a conversation with his brother, who suggested the name after hearing Ivesha describe his vision. The more Ivesha learned about Maslow’s theory, the more it resonated with his goals for the brand. “What we are essentially allowing members to achieve is self-actualisation,” he says, adding that the spaces he creates are designed to support people’s professional and personal growth.
Wellbeing is a core component of the Maslow’s experience. From fully equipped gyms to meditation sessions and cultural programming, the goal is to create a space where people can focus on all aspects of their lives, not just work. “We wanted to give you everything that would allow you to improve every aspect of your life,” Ivesha says.
The timing of Maslow’s launch could not have been more fortuitous. With the COVID-19 pandemic reshaping how people think about work and life balance, Maslow’s offers the perfect environment for those looking for an alternative to traditional offices or working from home. “We were extremely well positioned because people wanted to work from home and never go to a traditional office again,” Ivesha notes. Maslow’s spaces offer flexibility and a sense of community, making them ideal for the post-pandemic world.
The Future of Maslow’s
Looking ahead, Ivesha has ambitious plans for Maslow’s. The success of Mortimer House led to the opening of One Warwick in Soho, and more locations are on the horizon. “We never intended to create only one location,” Ivesha says. The company is now exploring partnerships with third-party property owners and plans to expand both within the UK and into Europe. “We’re looking to open at least two more next year in London,” Ivesha reveals.
As he reflects on the journey that led him from growing up in hotels to creating a brand that is redefining hospitality, Ivesha’s vision remains clear. By blending luxury, wellness, and workspaces into a cohesive experience, he is not only catering to the needs of today’s professionals but also setting the stage for the future of hospitality. “If we can create a space that allows people to be the best version of themselves, then we’ve succeeded.”
