Some hotels make it their mission to do anything, but play it safe. They remind you that making a big, bold impression is extra in the best way possible. When you can be effortlessly cool, slightly quirky and whimsical, you’re onto something special. These are the design hotels around the world that set themselves apart from the pack.
Design Hotels that Lead with Unique
Hotels are hitting a new level of luxury, which means it’s becoming harder to really wow you as a world traveler. Where monochromatic minimalist chic used to be the exception, it’s now standard operating procedure for many-a-hotel. That’s why a new league of design hotels has emerged — to do something radically different. In some cases, you could even say “unhinged.” These six hotel groups are taking design to the next level.
The Hotel Group: Firmdale Hotels
Think of Firmdale Hotels as the OG (which includes the Crosby Street and Whitby in New York City). Firmdale never played it safe, but instead, played it playful. Long before “design hotels” became a buzzword, Kit and Tim Kemp were quietly revolutionizing boutique hospitality. Founded in 1985 when the couple opened their first property, maximalism drives the ethos of Firmdale.
Kemp’s signature pattern-on-pattern interiors, fearless color combinations, and whimsical details all defied convention. Her modern take on English style combines bold fabrics, curious antiques, commissioned artwork, and handcrafted details to create spaces where every room tells a different story. No two rooms look the same, even within a single property.
Locations
Eleven properties across London and New York.
The Hotel Group: The Royal Portfolio
The Royal Portfolio is all the best of design hotels that are family-owned. In 1999, Liz and Phil Biden converted their family’s beloved bush retreat into Royal Malewane. Each safari camp has its own identify, and Royal Malewane throws back to the days when people traveled by ship with their steamer trunks in tow. You have a sense of place at Royal Malewane, that feels so Out of Africa it hurts.
Each of the properties in the Royal Porfolio is defined by its design. Think of the Royal Portfolio as the South African version of the Firmdale hotels, but with a comprehensive collection of modern art. Antiques sourced from all over the world, colors, bold prints mixed together and a valuable art collection define The Royal Portfolio. From the moment you walk into any of their properties, you know that there is true joy and passion behind the design — from the African bush to the heart of Cape Town.
Locations
4 hotels and 3 safari lodges in South Africa’s four essential experiences of Kruger National Park, Frankshoek, Hermanus, and Cape Town. Additionally, the collection includes private villas and residences across these destinations.
The Hotel Group: Soho House
It all started in 1995 when restaurateur Nick Jones opened a small members’ club above his Café Boheme restaurant on London’s Greek Street. In its 30+ years, Soho House has evolved into a membership club with over 270,000+ members, and a 100,000+ waitlist to get in. In between, there was even a first date of Prince Harry and Megan née Markle, because of the privacy afforded to members. With no photos allowed, it’s been a safe haven for celebrities from the start.
What made Soho House special when it started was its focus on members working in media, arts, fashion, and culture. This wasn’t a finance bro club or a stuffy old-school membership institution. The design of the clubs was also core to its identity, which combined bohemian glamour with loft and industrial vibes. The design played with rich velvets, vintage furniture, and unique lighting that you wanted to take home. Capitalizing on that, Soho House created Soho Home, where you could take the design hotel inspo to your own abode. Where the first hotels were more crash pad rooms after a night out at the member’s club, today the hotels are maybe even more of a reason to join Soho House. The design hotels have come a long way and even without access to the exclusive club areas, stand firmly on their own value proposition.
In the Works
In August 2025, the company was acquired by MCR Hotels in a £1.99 billion deal, with the intent to take it private. Ashton Kutcher is said to be part of the acquiring group. As of the date of this article, the transaction has not closed, so it’s TBD on the future of Soho House.
Locations
41+ houses spanning London, New York, Somerset, Soho Farmhouse. In North America, locations include Chicago, Los Angeles, Miami, Austin, Nashville, Malibu, Mexico City and Toronto. Additional European locations including Barcelona, Berlin, Istanbul, Amsterdam, Paris, Rome, and Mykonos. Further afield, locations include Mumbai and Tel Aviv.
The Hotel Group: Ennismore
You may not know Ennismore, but if you’re a fan of design hotels, you likely know their brands. The foundation of Ennismore is unique design hotels. Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore began with the acquisition of The Hoxton in London’s Shoreditch. Since then, it’s evolved into the world’s fastest-growing lifestyle hospitality company. Think of Ennismore as the hotel group that cracked the code on how to scale cool without selling out. The secret? Pasricha sees hotels as canvases for design, culture, food, and neighborhood storytelling. No property looks like another, because each is designed to reflect its community. There’s a method to the madness though, and it’s not just to make nice with the neighbors. The Ennismore design hotels make over 60% of their money from sources outside of hotel rooms. That means that cool lobby, hotel bar and restaurant that welcome the community are what keep the lights on at the hotels.
Each of the 16 brands has a distinct personality. The Hoxton feels like crashing at your coolest friend’s place, who happens to be a rockstar. 25hours embraces “irreverent yet functional” design with romantic nostalgia. The Mondrian brings theatrical glamour and Mama Shelter offers approachable cool. Behind it all sits AIME Studios, Ennismore’s 30-person in-house design team whose whole purpose is to create unique design hotels.
In the Works
In 2021, the company entered into a joint venture with Accor, which now holds a majority stake. The result is an autonomous entity dedicated to lifestyle and leisure experiences.
Locations
With over 140 operating hotels across 30+ countries, Ennismore’s portfolio includes The Hoxton, Mondrian, 25hours Hotels, Mama Shelter, SLS, Delano, Hyde and Gleneagles.
Other Articles You’ll Like
The Top 26 Destinations of 2026
Highs and Lows of Travel in 2025
Hotels Worth the Splurge
FAQs
Q: How do I become a member of Soho House?
A: Becoming a Soho House member involves submitting an online application, demonstrating a creative‑industry background or mindset, and passing a committee review.
Q: What is the fastest way to get to The Royal Portfolio in South Africa from NYC?
A: The fastest way from New York City to any Royal Portfolio property in South Africa is to fly from NYC to Cape Town or Johannesburg. Take the quickest available long‑haul route, then connect by road or a short domestic flight (depending on which property you’re visiting).
Q: How many Ennismore Mama Shelter locations are there around the world?
A: Mama Shelter currently operates 17 hotels worldwide. Most properties are located across France and the Czech Republic, with additional locations spread throughout Europe, the Middle East, and the Americas.
