SpaceInvader has successfully completed the interior design for the new hotel brand, Four Points Express by Sheraton, marking its first European iteration in the heart of London’s Euston area.
This project involved designing all aspects of the 211-room hotel, including public spaces, food and beverage (F&B) areas, and wayfinding elements. The hotel, which represents a £50 million investment, is a collaborative venture between Splendid Hospitality and Marriott International, supported by co-developers Assured CMS and Dean Street Developments.
A New Player in the Midscale Hotel Market
Four Points Express by Sheraton is Marriott International’s latest brand aimed at the midscale hotel segment. This brand is designed to cater to value-conscious travellers seeking a seamless, reliable experience in a prime location. Positioned in a busy central London area on Upper Woburn Place, the hotel is ideally situated less than 500 metres from Euston Station and only 1 kilometre from Kings Cross and St Pancras International, offering a convenient base for guests.
The hotel has been designed with a modern, nature-inspired aesthetic that takes cues from the surrounding parks and Georgian architecture of Bloomsbury. It features a calming botanical colour scheme, alongside contemporary touches. Amenities include a bustling restaurant and bar concept, as well as an onsite Caffé Nero, which provides a versatile space for quick coffees, informal meetings, or remote work.
Marriott International has developed this new brand to meet increasing demand for affordable yet dependable accommodation across Europe, the Middle East, and Africa. The move aligns with Marriott’s broader strategy, which includes the launch of City Express by Marriott in the Caribbean and Latin America, and StudioRes in the U.S. and Canada. The Four Points Express concept is part of a larger effort by Marriott to address regional demands with tailored solutions.
SpaceInvader’s Growing Presence in the Hospitality Industry
In addition to this project, SpaceInvader has been expanding its portfolio in the hospitality sector, working with major hotel operators such as Hilton, Radisson, and Accor. The agency’s involvement spans various European cities, including key markets in the UK, Germany, and Malta. Their work is not limited to large chains, as they also focus on boutique hotels, such as the Wildes Hotel in Chester and Oddfellows on the Park in Cheadle.
John Williams, Founder and Director of SpaceInvader, expressed the excitement surrounding their involvement in the hospitality sector, stating, “We approach every project, whether a listed historic building or a modern hotel, with the same attention to detail and commitment to creating experience-rich designs.” Over the past decade, SpaceInvader has been recognised with over 60 creative awards for its distinctive design work.
Design Inspiration: Bloomsbury and Georgian London
The design of the new Four Points Express hotel draws significant inspiration from its Bloomsbury location and surrounding Georgian architecture. One particular reference was Woburn Walk, a nearby street known for its elegant Georgian townhouses. The monochrome façades, featuring black-painted ground floors and white upper floors, influenced the design’s colour palette. Elements such as wrought iron balconies and streetlights were also incorporated into the interiors, adding a classic touch to the modern design.
The hotel’s natural surroundings, particularly Bloomsbury’s parks, played a key role in inspiring the botanical theme that runs throughout the property. This is reflected in the use of green and blue accents alongside botanical-patterned wallpapers and the extensive use of plants within the public areas.
Additionally, the influence of local literary history, particularly the work of Charles Dickens, is evident. Dickens, who lived nearby and frequently visited Woburn Walk, became a thematic inspiration for the hotel. His pet raven, Grip, provided the inspiration for the name of the hotel’s restaurant, “Raven,” and motifs featuring birds are scattered throughout the design.
A Journey Through the Hotel’s Design
Reception Area
The hotel welcomes guests with three informal reception pods designed with vertical fluting, echoing the linear fabrics used throughout the hotel. This informal layout encourages guests to transition smoothly from reception to the adjacent bar area, promoting interaction. The reception space is adorned with framed black-and-white photography of the local area, adding a sense of place and history.
Bar and Lounge
The lounge area adjacent to the reception is divided into two seating zones, with additional perch seating around a central column. The bar, located to the left of the reception, features a green laminate front with brass accents, echoing the shape of a bird’s wings. This area connects seamlessly to the restaurant through a glazed link, which offers banquette seating and a mix of privacy and openness for guests.
Raven Restaurant
The Raven, a 66-cover restaurant, is a focal point of the hotel’s F&B offerings. Inspired by Charles Dickens and his beloved pet raven, the restaurant blends historical elements with modern design. The space features a mix of fixed and flexible seating arrangements to accommodate various group sizes. Banquette seating and freestanding chairs, upholstered in rich fabrics and rattan, create a boutique feel.
Guest Rooms
SpaceInvader has designed the rooms to maximise space without sacrificing comfort. The rooms feature monochrome palettes with botanical accents, including wallpaper that nods to Georgian design through the use of linear fabrics and dark grey mouldings. Compact and efficient, the rooms include space-saving features such as under-bed storage and foldable stools, allowing guests to enjoy a clutter-free experience. Yellow accents, drawn from the hotel’s brand palette, provide a pop of colour, creating a welcoming and warm environment.
Public Spaces and Wayfinding
The hotel’s public spaces are designed to create a cohesive flow from one area to the next. The bar and glazed link area, which connects to the restaurant, features high seating alongside large windows, allowing guests to look out onto the streets of Bloomsbury. Throughout the hotel, SpaceInvader’s wayfinding system guides guests, with clear, stylish signage that complements the overall design aesthetic.
SpaceInvader’s design for the Four Points Express by Sheraton in London’s Euston showcases their ability to blend historical and modern elements seamlessly. By taking inspiration from the hotel’s Bloomsbury location and incorporating thoughtful, functional design features, SpaceInvader has created a space that reflects both the heritage and vibrancy of central London. With this project, they have helped to position Four Points Express as a standout midscale hotel, combining affordability with comfort, style, and convenience for guests.
