Nobu Hotel Shoreditch

A journey from West to East


The term boutique is often defined by its size and scale rather than its design. Many would describe ‘boutique’ as a definition of a niche environment targeted to a niche demographic. But the bigger
picture is often overlooked. Hospitality on any 
scale has a worldwide audience. Communicating across all demographics is barely considered by many boutique hotels as few would likely start envisioning who their ‘typical’ guest is.