As part a comprehensive review of three adjacent sites in Notting Hill Gate, the new six-storey Ruby Zoe hotel provides 173 rooms as well as retail at ground floor, improving and activating the streetscape at both the front and the rear of Notting Hill Gate. The site is surrounded by four separate Conservation areas and provides a transition between Notting Hill Gate and Holland Park.

Taking inspiration from the vertical repetition inherent to Georgian and Victorian terraces, the design of Notting Hill Gate West is expressed with a regular rhythm across the façade and a setback top floor. Prominent neighbouring mid-century developments, including the Slovak Embassy and Ivy Lodge, influenced the design by incorporating coloured glazed tiles, textured concrete and angled glazing elements within the structural frame.

The street is animated by a generous hotel reception and bar, plus three fully glazed retail units which wrap around Notting Hill Gate, Bulmer Place and a footpath link to Victoria Gardens. Hotel rooms on the upper floors benefit from external terraces, with lower floors overlooking landscaped roof gardens to the rear.