The new-build, 173-bed property will be located at the centre of Notting Hill and will include a “spacious” street-front public area combining retail and hotel elements.
After the opening of its Ruby Lucy hotel on the South Bank earlier this year and Ruby Stella set to open in 2022 in Clerkenwell, expanding to the west of the city is the “next logical step” for Ruby in the London hotel market.
The hotel, which will be named Ruby Zoe, is scheduled for a late 2023 opening. The project will be delivered by the London developer Frogmore.
Jo Allen, chief executive of Frogmore, said: “We are delighted to have secured Ruby Hotels as an occupier on our Notting Hill Gate Estate. When we asked Gerard Nolan and Partners to market the hotel opportunity in our West Block we received 13 bids from 10 different hotel operators.
“We really love Ruby’s approach and vision for the project which we believe will complement the area. The Ruby Team have been fabulous to work with, have convincing development and construction competence together with the financial resources to deliver something special which I hope will be enjoyed by many.“
Ruby Zoe follows Ruby Group’s ‘Lean Luxury’ philosophy which aims to offer a “top location, high-quality fittings, and outstanding design”.
Struck said: “Based on the model of modern luxury yachts, we accommodate our luxury in a relatively small area and simply leave out the unimportant. We also organise ourselves using our own technical solutions in a very different way to the rest of the industry. We plan and build in a modular way, centralise more, and automate consistently behind the scenes.
“As well as helping us to make a luxurious and unique hotel experience affordable for our guests, this approach gives us a leaner and more adaptable cost structure and means lower risks for our real estate partners. This combination of advantages helps us especially in these unpredictable times.”