In the competitive market of design hostels, Generator is leading the pack with eight locations in seven cities, and Paris and Rome poised to open at the end of 2014. Under the vision and direction of Director of Hospitality and Leisure, Josh Wyatt of Patron Capital (Generator’s parent company), Generators are now across Europe with a plan to go global.
Generator offers cool, stylish and affordable accommodations. Their overall creative direction and design language has been crafted by DesignAgency, led by partner and Generator’s Creative Director, Anwar Mekhayech. Each location has its own unique style that reflects the local spirit and culture of its host city, while also maintaining a common aesthetic, and an emphasis on bold and exciting social spaces.
The restyled Generator London updates the original flagship of the growing chain of urban design hostels with Generator’s signature energy and a distinctly modern flare. Located in a former police station in Russell Square, a quick walk from Covent Garden, Regent’s Park and the British Museum, the interiors were refurbished to express a layering of British culture and the dynamism of London’s bustling streets. The new design concept created by Anwar Mekhayech and his team from Toronto-based DesignAgency, in partnership with local architects ORBIT and Shoreditch-based art collective Acrylicize, plays with bold graphics, rich patterns, and British cultural icons to covey the spirit of London’s streets, weaving strands of history, culture and styles within Generator London’s diverse social and intimate spaces.
The design layers spaces, experiences and styles, while also aiming to form a cohesive interior that will invite, entertain and encourage travellers to make connections, relax, party, hang out and feel as though they have a comfortable home away from home. Generator London is the essence of this new brand of hostels, with industrial, classic, modern, graphic, mod design styles and a subtle homage to the history of London and its local flavor.
“The London Generator has been the longstanding pillar in the Company’s history and original genesis. As the grande dame, she was the foundation and provenance of Generator. However, a makeover was due, one that would respect the past whilst introducing a few more modern genres into the property. The outcome of this creative process, with a deep collaboration amongst Generator, Patron and DesignAgency, has led to the London Generator’s fresh debut. At once a storied history, and a playful look to the future, London Generator begins its new chapter.”
Josh Wyatt, Partner, Hospitality & Leisure at Patron Capital
“London presented the tricky task of updating a fifteen year old hostel, housed in a former police station. Made up of a labyrinth of rooms we were inspired to create a series of concept spaces, each with a distinct character and feel. Our goal was to accentuate Generator’s newly developed branding and design-style while paying tribute to London’s hip, mod character. Walking through the new Generator London, you become immersed in the Generator experience that now exists all over Europe”.
Anwar Mekhayech, Partner, DesignAgency; Creative Director, Generator