Boutique New Road Hotel opens its doors in East End of London

An independently-owned boutique hotel has opened in a former industrial building in East London.

Located in the heart of Whitechapel, the 80-bedroom New Road Hotel is owned by three brothers – Monsur, Masrur and Moksud Malik – who developed the hotel on the site of a former textile factory, known as Service House, where their father once worked.

After the factory was shut in 2000, the building remained empty until 2011, when the Malik family decided to convert it into a hotel.

The hotel houses a fitness studio and several social zones where guests can enjoy live music, play pool in the games zone or relax in the library.

The hotel's signature restaurant has been designed in partnership by famed chef Marco Pierre White. Mr. White’s English Chophouse – the chef's first chophouse-style outlet in London – focuses on "everything that chophouses are famed for".

The menu combines English classics with French flair – a combination made popular by White over the years – and centres around steaks, grills and chops.

The building's original use as a textile factory has heavily influenced the design of the hotel.

Many of the spaces have been filled with standout furniture pieces sourced from local markets and sellers, ensuring that the hotel’s "eclectic flair is totally independent and unique".

A number of artefacts, uncovered from the original site during the renovation, have been incorporated into the architecture and interiors of the hotel – including original doors, and an eye-catching "Service" sign, hanging above the bar as a nod to the original name of the factory.