Stepping into the London EDITION, it’s clear to see that Ian Schrager, the man responsible for the legendary nightclub Studio 54, and mastermind of the first-ever “boutique hotel,” has yet again repeated his successful formula. Since it launched in September 2013, the EDITION has become a celebrity favorite, with all the attendant publicity that brings. It’s not without merit, either. The open-to-all Lobby Bar is—in signature Schrager style—the communal hub of the hotel, where freelancers click away on free-to-use iMacs during the day and a statuesque, fashionable crowd transforms the space into a lively cocktail bar at night. The EDITION’s somewhat unlikely partnership with Marriott seems to be a hit, with Schrager bringing his particular brand of cool to the marriage and Marriott investing a discernible level of service, which transforms what could have been an intimidatingly hip address into what is a genuinely comfortable place to be.
