BY KELLY BESWICK
As head honcho of a swanky, art-themed hotel that recently opened on Great Eastern Street, Shoreditch, Axel Kruegar is a very busy man, so it’s just as well he adores working in hospitality and loves being surrounded by the area’s creative energy and dynamic artwork. We fire the questions to find out what makes this German native tick…
First off Axel, can you tell us a bit about your background, where you’re originally from, your family dynamics?
I am originally from Germany, and my passion for hospitality has given me the opportunity to work across the globe. This international experience has enriched my professional journey and brought me to London, where I have now settled with my husband and our child. My upbringing in a close-knit family instilled in me a strong work ethic and a love for hospitality, which has driven my career.
Did you always intend to go into hospitality, or did you have other ambitions growing up?
My passion for hospitality started at a young age. My aunt owns a hotel in the Black Forest, and I would wake up at 5am to ensure everything was ready to welcome the guests. This early experience ignited my love for the industry. As I grew older, I moved across different departments, including Food and Beverage, Meetings and Events and Sales. This diverse experience provided me with a comprehensive understanding of hotel operations and played a crucial role in bringing me to where I am now.
What was your route into hospitality?
I joined a management training programme, which provided me with a solid foundation in hospitality. This experience led me to work with the Hotel Vier Jahreszeiten Kempinski in Munich before transferring to St Moritz for the pre-opening of the Grand Hotel des Bains Kempinski and then moving to Suvretta House, part of the Leading Hotels of the World. These roles helped me develop a deep understanding of the luxury industry and prepared me for my future career trajectory.
How did your position at art’otel come about?
Being with PPHE Hotel Group offers numerous opportunities for growth and development at every level. My successful opening of Park Plaza London Waterloo and the subsequent reopening of Park Plaza London Riverbank showcased my ability to manage large-scale projects effectively. This track record led to my appointment to oversee the ambitious project of art’otel London Hoxton, where I can bring my experience and passion for hospitality and art together.
What is the concept of art’otel and what sort of clientele do you attract?
The concept of art’otel is to seamlessly blend art and hospitality, creating a unique experience that goes beyond traditional hotel stays. Each art’otel property is designed around a central artistic theme or features collaborations with prominent artists. At art’otel London Hoxton, the focus is on street art and innovation, attracting a diverse clientele that includes art enthusiasts, business travellers, and tourists seeking a culturally enriching experience. Our guests appreciate the immersive art installations, creative events, and the overall artistic atmosphere of the hotel.
How would you describe the atmosphere at art’otel?
The atmosphere at art’otel London Hoxton is vibrant, inspiring, and welcoming. The hotel’s design and artwork create a dynamic and stimulating environment, while our team members ensure that every guest feels valued and at home. There is a strong sense of creativity and community throughout the property, making it a lively and engaging place to stay.
What are your thoughts on its location?
Situated in the heart of Shoreditch, art’otel London Hoxton is one of London’s most creative and dynamic neighbourhoods. Shoreditch is known for its vibrant street art, eclectic mix of shops, restaurants and cultural venues, which align perfectly with the artistic concept of our hotel. Being in such a lively area allows our guests to fully immerse themselves in the local culture and creative energy of East London.
In one sentence, what can guests expect at art’otel?
Guests can expect a unique blend of art, modern luxury, and exceptional hospitality, creating an unforgettable experience that stimulates the senses and inspires creativity.
Can you tell us about the food and drink on offer at art’otel?
The Brush Grand Café, our on-site restaurant, offers an exceptional dining experience with a menu curated by our Executive Chef, Ryan Matheson, and Head Chef, Samuel Castaño. The menu features a mix of European cuisine focusing on fresh, locally sourced ingredients. One of the highlights is the Wiener Schnitzel, a dish that has quickly become a favourite among our guests. Additionally, François Grosjean, our head pastry chef, oversees La Patisserie, where we offer a delightful selection of homemade pastries and cakes. Our diverse culinary team brings a rich tapestry of flavours and traditions to our guests.
What three qualities do you deem essential for working successfully in hospitality?
I believe that the three essential qualities for success in hospitality are empathy, adaptability, and attention to detail. Empathy allows us to understand and anticipate the needs of our guests, ensuring a personalised and memorable experience. Adaptability is crucial in an industry that is constantly evolving, requiring us to be flexible and responsive to changing circumstances. Attention to detail ensures that every aspect of our service meets the highest standards, from the cleanliness of our rooms to the presentation of our dishes.
As general manager, I imagine your role is quite varied. How would you describe it?
My role is indeed varied and multifaceted. It involves overseeing all aspects of hotel operations, from guest services and staff management to financial performance and strategic planning. I am also heavily involved in marketing, event planning and community engagement. My day-to-day activities range from meeting with department heads and addressing guest feedback to coordinating with our artist-in-residence and planning upcoming exhibitions. It is a dynamic and challenging role that requires a balance of leadership, creativity, and operational expertise.
What is the best thing about your job, and what is the worst?
The best thing about my job is the opportunity to create memorable experiences for our guests and to work with a talented and passionate team. Our team at art’otel London Hoxton is incredibly diverse, representing 30 nationalities, which adds to the vibrant and inclusive culture of the hotel. I find great satisfaction in seeing our guests enjoy their stay and appreciate the artistic elements of our hotel. The most challenging aspect of my job is managing the inevitable unpredictability that comes with the hospitality industry, from last-minute changes to unforeseen operational issues. However, these challenges also provide opportunities for growth and innovation.
I’d imagine your hours can be quite anti-social. How do you fit in a personal life?
Balancing work and personal life in the hospitality industry can indeed be challenging, but it is essential for maintaining overall wellbeing. I make it a priority to set aside time for family and personal activities, even if it means being creative with my schedule. PPHE and art’otel encourage flexible working, which helps me ensure that I can enjoy quality time with loved ones and pursue hobbies that help me relax and recharge.
When not working, how do you relax?
I enjoy spending time with my family, exploring London’s cultural scene, and travelling. We love hiking together, which ties into my passion for running and training for road and trail marathons. I also focus on mobility and strength through pilates, which helps me maintain physical and mental wellbeing. These activities provide a refreshing break from the demands of my job and help me stay energised and focused.
What are your hopes and ambitions for art’otel?
To establish the hotel as a leading cultural hub in Shoreditch, known for its unique blend of art and hospitality. I aim to continue building strong relationships with the local community and to host events and exhibitions that attract both locals and international visitors. I hope to create an art hub within the community and host great art’beat Happenings, connecting with the local community. Ultimately, I want art’otel to be recognised as a place where guests can experience exceptional service, creativity, and inspiration.
Finally, where would you like to be career-wise in five years’ time?
In five years’ time, I hope to have further advanced my career within PPHE and the art’otel brand, possibly taking on a regional or corporate role where I can contribute to the growth and development of multiple properties. I aspire to continue fostering innovation in hospitality and to play a key role in shaping the future of the industry, all while maintaining a strong connection to the artistic and cultural aspects that have always been my passion.
With special thanks to art’otel London Hoxton’s PR & Marketing Manager, Stevents Rojas, and PR & Marketing Executive, Chloe Wooley
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