Shoreditch Press
Aethos
Aethos opened its first UK hotel in Shoreditch, in the Ron Arad building that used to be Nobu Hotel Shoreditch. 164 rooms, interiors by Astet Studio, Mitsu restaurant and a members’ club. MeMo took on PR and influencer in June 2026.
A hotel Shoreditch actually goes to
Aethos wanted London to see it as a cultural venue as well as a place to stay. Food, music, design and a members’ club worth joining.
The target list was culture-first. Condé Nast Traveller, Wallpaper*, Dazed, alongside the design, travel and men’s titles that fill hotel bookings.
A new name on a known building
Aethos was new to the UK, with no profile here. Most people still knew the building as the old Nobu.
And Shoreditch has no shortage of design hotels.
Press, creators and partnerships
Press
We pitched across travel, design, lifestyle and culture titles. From June to September we hosted 16 press and creator stays, from Mr Porter and Dezeen to Country & Townhouse, The Times and Men’s Health US.
Media alerts went out for the hotel’s programming, from East London Social to Morning Lobby Sessions.
Influencer
We worked with creators and Substack writers who fit the Aethos crowd. Declan Chan and Elef Vogiatzis stayed in September. Declan’s post went to 196K followers.
Dezeen’s Instagram post on the hotel went out to its 3.6M followers.
Partnerships
We brought Get A Drip IV packages into the rooms and set up a Lily Vanilli collaboration for Christmas and early 2027.
We lined up brands for Aethos Café, worked with Mitsu on the first birthday and Halloween party, and entered Aethos for the Cateys.
Condé Nast Traveller, PORTER and Dezeen
Condé Nast Traveller named it the best Shoreditch hotel for solo travellers. PORTER picked it for a summer city break. Dezeen covered the Astet Studio interiors. Country & Town House and The Sauce reviewed it. Forbes put the Penthouse into a feature on private dining. Roadbook, SL.MAN and The Upcoming covered the rooms, the wellness offer and the Morning Lobby Sessions.
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Extensive room service and balcony yoga: we try Aethos ShoreditchReview, August 2026
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Aethos London Shoreditch to host DJ-led coffee mornings with London NootropicsNews, July 2026Four months on
Aethos went from the old Nobu to one of Condé Nast Traveller’s best hotels in Shoreditch.
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