Situated on 33 New Road in East London — just steps away from Whitechapel Gallery and Brick Lane — is the New Road Residence, a 1797 Georgian town house that spans 2,851 square feet across three floors. The space offers short- and long-stay lodging along with a shoppable edit — for guests only — from the likes of clothing store Hostem, an edgy East London boutique that stocks designers including John Alexander Skelton, Alice Waese and Valextra.
The project started by Hostem founder James Brown and artistic director Christie Fels last year, features a curated selection of art, books, clothing, furniture and objects with items on the property available for customers to experience and purchase. One of the newest brands that the residence carries is Sustainable Copa Copa handstitched slippers by Kaaita made from recycled felt formed from matted plastic bottles. Prices range from 15 pounds for Haeckels Smudge Sticks to 550 pounds for a long low stool from Blackcreek Mercantile Trading Co. Fels pointed to the wines from the cellar as a top performer at the residence.
“We noticed that guests were taking tabs on the brands and objects used in the house which is exactly why we decided to offer them to purchase,” said Fels. “We have always appreciated good linen or ceramics when we stay somewhere so it made sense to introduce a small inventory of the products that we think people will love.”
Since launching, Fels said that the response to The Residence has been positive. “It is a real advantage for our clients and collaborators alike to share in the experiences that the environment enables to happen,” said Fels. “A home provides a platform unlike any traditional commercial space, we love how at ease people feel the second they walk through the door. It’s a space that evokes conversation and long evenings spent around a fire. We’ve recently launched an annual cultural program for the house which spans regular talks, tastings and exhibitions.”
Fels said that the house is known through word-of-mouth, which she said “keeps the discovery of The Residence, intimate and special.”
“Our ‘antipublic relations’ approach has helped to keep the house a project that people find in the right places,” said Fels. “Usually through someone we know or have respect for. We have been incredibly lucky that the furniture, art, objects and house itself have always been respected by those who stay and there are no plans to shout about it anytime soon.”
Patrons can book for an overnight stay to long haul visits and can accommodate up to six guests at 750 pounds per night. Designed by Brown and Fels, the rustic interiors feature pine floors and paneling with an open plan kitchen, a Georgian pantry and wine cellar. Created with a minimalist aesthetic, an earthy color palette was used along with stone flooring. Furnishings such as Pierre Jeanneret writing desks, chairs and card tables are set against artworks curated by Stuart Shave/Modern Art, from Mark Flood, Lothar Hempel and Paul Lee and Linder with industrial design pieces by Faye Toogood. The residence also features furniture from Christopher Howe, Rose Uniacke, Hans Wegner and Pierre Jeanneret with beds, side tables, shutters and woodworks — all designed by the company in-house. The hotel also features a private walled garden.
Visitors also have access to freshly made goods from Leila’s shop as well as a choice of complimentary red and white wine from the cellar curated by Jeremie Cometto-Lingenheim and David Gingell. In place of televisions, the rooms are stocked with a range of modern and classic literature selected by King’s College philosopher Clayton Littlejohn. Among the products available to purchase include French-made Crane cookware, Once Milano linen, J. & L. Lobmeyr’s Viennese glassware, Norvegr’s luxury down duvets and pillows, skin-care products created by Haeckels and Blackcreek Mercantile and Trading Co.’s and crafted cutting boards.