Axel Krueger is General Manager of the newly opened Shoreditch hotel, art’otel London Hoxton. We sat down with him to find out more about the hotel.
Tell us about your career history
I began my career in the hospitality industry over a decade ago, starting as the Director of Food and Beverage at Park Plaza Westminster Bridge from 2010 to 2013. This role was foundational in honing my leadership and operational skills. From there, I moved on to Park Plaza Riverbank & Plaza on the River, where I served as the Ops Manager and later as the Hotel Manager until 2016. I then had the exciting opportunity to open and lead Park Plaza London Waterloo as the General Manager, a role I held from 2016 to 2021. Subsequently, I took on the position of General Manager at Park Plaza London Riverbank, where I continued to refine my management approach. In 2023, I joined art’otel London Hoxton as the General Manager, bringing my extensive experience to this vibrant new property.
Which particular work experience shaped your management style?
My tenure at Park Plaza London Waterloo as the General Manager during its opening phase significantly shaped my management style. Leading a team through the complexities of opening a new hotel taught me the importance of flexibility, clear communication, and fostering a strong team culture. It was a dynamic environment that required innovative problem-solving and the ability to inspire and motivate my team to achieve our goals. This experience instilled in me a hands-on, empathetic approach to leadership, focusing on empowering team members and promoting a collaborative atmosphere.
What is your career highlight?
The highlight of my career has been the successful opening of art’otel London Hoxton. This project represents the culmination of years of experience and a deep passion for the hospitality industry. Leading the opening of such a unique and vibrant property in the heart of Shoreditch is incredibly rewarding. The hotel’s focus on art and creativity aligns perfectly with my personal interests and professional aspirations, making this role particularly special.
Tell us about art’otel Hoxton and what is on offer at the new Shoreditch property.
art’otel London Hoxton is more than just a hotel; it’s a cultural hub that blends modern luxury with the rich artistic heritage of Shoreditch. Our property features 357 beautifully designed rooms and suites, each with D*Face’s original artworks. Guests can enjoy our state-of-the-art wellness facilities, including a spa, gym, and an underground pool. We also have a dedicated art gallery that showcases rotating exhibitions from both local and international artists, reinforcing our commitment to the arts. The Brush Grand Café, our restaurant, offers an exceptional dining experience with a menu inspired by European cuisine.
What’s your favourite space at art’otel Hoxton?
My favourite space at art’otel Hoxton is the art gallery and auditorium. This versatile area is perfect for hosting a variety of meetings and events, from corporate conferences to intimate art exhibitions. The gallery features an ever-changing collection of digital and physical artworks, providing a unique and inspiring backdrop for any occasion. The flexibility and aesthetic appeal of this space truly embody the creative spirit of our hotel.
We’ve heard great things about art’otel Hoxton’s restaurant, The Brush Grand Café. What’s your highlight dish?
The Brush Grand Café is truly a culinary gem, and my highlight dish has to be the Wiener Schnitzel, masterfully prepared by our talented chef, Ryan Matheson. This dish exemplifies our commitment to providing an extraordinary dining experience, with its perfectly cooked veal, crispy coating, and delicious accompaniments. Chef Matheson’s dedication to using the finest ingredients and his innovative approach to classic recipes ensure every meal is a delight.
Which celebrity would you most like to see staying in the Penthouse?
I would love to see Banksy staying in our Penthouse. As an iconic and enigmatic figure in the art world, his presence would be a perfect fit for art’otel Hoxton. His work has always challenged conventions and sparked conversations, much like what we aim to achieve with our hotel. Hosting him would be an honour and a testament to our dedication to the arts. We have two of his artworks at the hotel too.
What exhibitions can we expect to visit in the next few months in art’otel Hoxton’s dedicated art gallery?
We have an exciting line-up of exhibitions planned for the next few months. Visitors can look forward to a showcase of contemporary street art, featuring works by our Signature Artist, D*Face and our artist in residence, RICE Barcelona. Our gallery’s immersive design allows us to feature digital and physical artworks, creating a dynamic and engaging experience for our guests. We are also collaborating with local art schools to present a series of installations and performances that highlight the innovative spirit of the area’s young talent.
art’otel London Hoxton is the preferred hotel partner for Mighty Hoopla this year. Is the brand passionate about diversity and inclusion of the LGBTQ+ community?
Absolutely. At art’otel London Hoxton, we are deeply committed to promoting diversity and inclusion. We recently partnered with Mighty Hoopla, an event that celebrates the LGBTQ+ community, aligning with our values of embracing individuality and fostering an inclusive environment. We strive to create a welcoming space for all guests, ensuring that everyone feels respected and valued. Our dedication to diversity is reflected in our hiring practices, our support for local LGBTQ+ initiatives, and our inclusive guest experiences. To further this commitment, we are hosting a Pride photography exhibition starting on 21st June, featuring the work of Joel Rodriguez, celebrating the diversity of the LGBTQ+ community.
Any other partnerships on the cards?
We are continuously exploring new partnerships that resonate with our brand values and enhance our guests’ experiences. Currently, we are in discussions with several local cultural organisations and art institutions to collaborate on upcoming events and exhibitions. We are also looking into partnerships with sustainable brands to further our commitment to environmental responsibility. Stay tuned for exciting announcements in the near future!
