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“Feels like an upmarket youth hostel rather than a 5 star hotel”

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Ace Hotel London Shoreditch
Ranked #368 of 1,072 Hotels in London
Certificate of Excellence
Reviewed 16 August 2014

The location is good, and it's a pretty trendy place. However, I agree with many of the criticisms made by others. There is a fundamental problem with the hotel in that it seems to exist for the benefit of local people to congregate in the lobby and do some work (note previous review about a 'university library' feel). It was hard to find a seat in the lobby/bar area and unbelievably there was a service charge for buying a drink there!

The rooms are basic. Most things expected are there, but somehow it misses the mark. Too many lists everywhere explaining how everything costs this or that, including things most 5 star hotels provide as compliments. The kettle in the room didn't work; we mentioned this to reception in the morning but had to remind them in evening - a minor issue perhaps, but just part of a pattern of things not being quite right for a hotel with that many stars.

There was a feeling that the hotel existed to provide a place for locals to congregate rather than for the guests in the hotel. The lobby atmosphere was interesting therefore, but somehow not part of the hotel as such. If there was a hotel nearby that took better care of it's residents then you'd be better staying there and then wandering into the lobby area of the Ace if you wanted to capture a bit of that atmosphere.

Ace need to be sure to prioritise their residents (who are surely financing the business given the costs already mentioned) and not leave them feeling incidental or even an inconvenience to things. You can have a trendy and cool hotel, but you have to make sure the basics are there otherwise it starts to look like a bit of a con.

I think I can best summarise the experience as being one that reminded me of the feeling I had when youth hosteling (fairly basic and made you feel that you should somehow be grateful for what you got), only these are definitely not youth hosteling prices!

  • Stayed: August 2014
    • Value
    • Location
    • Rooms
    • Cleanliness
    • Service
1  Thank docdwj
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 18 August 2014

Dear docdwj,

Thank you so much for taking the time to write a review on the Ace Hotel London Shoreditch. We are always happy to hear about our guests experiences good or bad.

We were sorry to read that you felt that the hotel has missed something in terms of catering for our residents. The hotel is very inclusive and encourages people from outside to come in and contribute to the atmosphere of the lobby. That aside even though we welcome the neighbourhood we do also want to ensure that our residents can enjoy a drink too. Hence the reason why we not only have the Lobby Bar but the bar in Hoi Polloi too. We understand your point on the service charge but as with all bars and restaurants this is an optional service charge and will be removed if requested.

Thank you for your comments regarding our rooms, we do have price lists around the room but we would rather be upfront about any products that people would want to have from the room as opposed to being charged without their knowledge. I was surprised to read about you issue with the kettle they are all new and should not have any issues and it is disappointing to read that you had to ask twice which is not the level of service that we strive to provide.

Thank you again for your comments, we really appreciate you taking the time to write your review.

We do hope that you consider us in the future when you return to London.

Kind Regards,

Martin Newbould
Hotel Manager

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678 - 684 of 1,041 reviews

Reviewed 11 August 2014

This weekend was the Prudential Ride London - 100. Start point was at the Queen Elizabeth Olympic Park - start time early...looking for a hotel in the area so that the early morning would not be so brutal, I found the Ace. The staff were charming, even allowing me to bring my bike into the room and a special delight was being upgraded to a larger room. The hotel is quirky so may not suit the traditionalists, but I thought it was fantastic. There is a great buzz and vibe, decoration modern and minimalistic. Reception staff so charming and helpful. Rooms were a really good size, decorated in a minimal style, but functional and very practical. Good flat screen TV, very comfortable bed and lovely long sofa which I would loved to have chilled on, had I been there for longer. Great Revo radio, and a very well stocked mini-bar. Shampoo, conditioner and body wash all supplied, but beware that anything else is extra. There is a great basket of really interesting extras in the bathroom, together with a very clear price list, so at least you know what you are paying for. Lovely bathrobe with hood, also for sale and lots of other interesting goodies for sale. I particularly liked the do not disturb sign 'Not Now' which you can attach magnetically to the outside of your door. The lobby area was a hive of activity with lots of people taking advantage of the free wi-fi to work, it looked very conducive to creativity. We had tea in the coffee bar next to the lobby, Green tea a little expensive, but they did offer to re-brew it for us if we wanted more than one cup! The doughnut was home made and really so delicious. Obviously riding a serious way early the next morning we didn't check out the bar, but it looked enticing and busy. There is also a healthy juice bar Lovage, which sadly we didn't have time to check out, also the restaurant which describes itself as A modernist English brasserie, as well as Miranda in the basement where there is live music and drinks every night until late. When we left the hotel at 4.00am to go off for our cycle race, the streets of Shoreditch were alive and buzzing. Definitely a hotel to revisit and an area to explore!

Room Tip: I asked for and received a room at the back of the hotel which the staff assured me would be much qu...
  • Stayed: August 2014, travelled with friends
    • Value
    • Rooms
    • Service
1  Thank SAHLondon2013
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 14 August 2014

Hi SAHLondon2013,

Thank you so much for your recent review, we are super happy that you enjoyed your stay. Cycling around London whilst tiring is one of the best ways to see our beautiful city and the hotel welcomes all cyclists with their bikes (mud and all!)

We are glad you loved all of the little touches as well as the vibe of the hotel. The doughnuts are amazing and the flavours change too, we have had Peanut Butter and Jelly and Key Lime to name just two!

We do hope that you come back soon and enjoy some of the areas of the hotel that you missed out on such as the Bar and Loveage.

We look forward to seeing you soon

The Ace Hotel London Shoreditch Team

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Reviewed 10 August 2014

Check in a this hotel was quick and friendly.

We had booked a standard double room. It's really quite small, but clean and organised.

Organised to the point where just about everything has a price! It's rather odd paying for a hotel room were there are packs of headache tablets and foot cream in the bathroom, but you have to buy them - at very, very inflated prices. The bath robes cost an unbelievable £140! And no, they are not cashmere.

To be honest we just used it as a crash pad, so didn't spend much time over the 2 nights we stayed in London. We did have a drink at the bar and charged it to the room. We were hit with a £3.75 charge just for standing at the bar to get a drink. Wow.

They really are extracting the urine at this hotel. Or at least they will attempt to take all your money - but then that's the case with most hotels.

This is a place were in the lobby there is a huge table filled with locals staring at their gadgets wearing headphones and taking advantage of the free wifi. This creates a rather odd atmosphere, a bit like a university library.

I won't be returning.

  • Stayed: August 2014, travelled as a couple
    • Value
    • Cleanliness
    • Service
1  Thank flyingscotsman2
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Front Office Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 13 August 2014

Hi flyingscotsman2, Thank you for taking the time to review our hotel. We are sorry that we couldn’t impress you this time round, but glad to see you thought the rooms were clean and organised. We hope you find a hotel that suits your accommodation needs in your travels, but will be more than happy to have you back with us! Ace xoxo

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Reviewed 10 August 2014 via mobile

This hotel is very cool, friendly staff, good food and spacious funky rooms. BUT I did notice there seemed to be poo and a bottle of wee right outside our bedroom window as we backed onto a kind of terrace on our 1st floor room. That cannot be excused as a hotel of this price! See the photo for yourself!

Stayed: August 2014, travelled as a couple
1  Thank batergater
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Front Office Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 13 August 2014

Hi batergater, Thank you for your review. Please be assured that unsightly view of building materials from your window was removed immediately when discovered by our housekeeping team and I sincerely apologize for what you saw. I am glad to see that you liked the “spacious funky rooms” and “friendly staff”. It was a pleasure having you with us and we do hope to see you again very soon. Ace xoxo

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Reviewed 8 August 2014

Heard the cocktails were good in here so stopped by on the way home. Two staff on the bar on a Friday night so had to wait a while. Space was nicely designed. You can only order food at that bar if you stand there until its prepared. Over £20 for half a carafe of wine. Charge you 12.5% service charge for standing at the bar yourself. Waitresses more interested in serving drunk leering men. Atmosphere was lacking. For that price you would expect something more, was a waste of time.

  • Stayed: August 2014, travelled with friends
    • Value
    • Location
    • Service
5  Thank L_Frenchie__
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Front Office Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 13 August 2014

Hi L_Frenchie__, Thank you for taking the time to review our hotel bar, we value all feedback to improve and perfect our services. Its great to hear word of mouth is spreading good news about our cocktails. We apologise you felt neglected whilst waiting for service. This is under investigation with our Food and Beverage Director to eliminate any further occurrences. We hope this has not deterred you from booking a room with us and look forward to seeing you back soon. Ace xoxo

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Reviewed 5 August 2014

Ridiculously cool hotel in the ridiculously cool Shoreditch.

Staff are all hot, tattooed and trendy (as well as friendly and helpful).

The hotel & rooms are designed to look very urban and contemporary. The mini bar in the room was obviously hipster (but I love that) & the in room munchies were basically everything you're looking for if you're hungover - genius.

Hotel bar is really cool, good place to go at night. Lobby area full all day of 'creative types' with coffee and macbooks - I liked that though. Really good vibe & lots of interesting people.

Breakfast was, well, phenomenal. LOVED the design of the dining room, the menu's, the waitresses - and the food was amazing.

Sadly was here for 'work' but will be back again next time I'm in London to play.

  • Stayed: April 2014, travelled on business
    • Value
    • Cleanliness
    • Service
2  Thank Lucy B
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Front Office Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 13 August 2014

Hey Lucyfb, We love this review! Youre right, the breakfast in Hoi Polloi is amazing and the best way to start the day. Thank you so much for these comments, we caint wait to have you back with us again….but this time, make it fun, no work! Ace xoxo

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Reviewed 5 August 2014

Let's start with the positive aspects:

The location of the hotel is awesome if you want to hang out in East London. Formerly know as the Crown Plaza, the Ace Hotel has managed to transform a really ugly place into some kind of hipster heaven.

The hotel room was nice. Simple and plain design. A bit small maybe.

The hotel staff was also friendly, except for the person working on the roof top terrace (which you are not allowed to use anyway).

The cons:

The hotel is extremely expensive, claiming to be a 5 star hotel. When I have paid a decent amount of money to stay in a hotel, I do not expect to see a price tag on each an every item that is displayed in this room. The bathrobe, 150 GBP. The lotion 6 GBP. The lip butter 4 GBP.

Seriously! This is supposed to be a hotel room, not a supermarket! Trying so hard to sell their stuff is really really tacky and does not belong in a 5 star hotel.

The other con is the roof top terrace. Yes, you heard right, there is a roof top terrace. But hey, only because there are signs leading you to this place and a note in the elevator doesn't mean you are allowed to use it. When I went up there I was told that I wasn't allowed to enter the bar. When I asked why I was told to go to the bar downstairs. I said I didn't want to go to the bar downstairs. The hotel staff then told me that the bar was only for private events and that I should go to the bar downstairs. This was followed by a more or less intimidating gesture, showing me the way back to the elevator.

Well done Ace Hotel. You have a roof top terrace which the people who pay loads of money to stay at your hotel are not allowed to use.

I don't think this hotel is bad but I do think that the idea behind a 5 star hotel got buried under too much hipsterness.

Ps. No Wifi in room

  • Stayed: August 2014, travelled with family
    • Rooms
    • Cleanliness
    • Service
2  Thank Johannes F
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC
Martin N, Front Office Manager at Ace Hotel London Shoreditch, responded to this reviewResponded 13 August 2014

Hi Johannes, thank you for your comments, we always love to hear from our guests how their stay was. We apologise for not being able to open our roof top terrace to you, we do hope to have this open for general use in the near future. It’s disappointing that your complimentary WiFi was not functioning correctly in your room, We wish we could of known to rectify this straight away for you. It’s great to see that you are impressed by our transformation from a regular hotel to our own individual style. We do hope you to see you again soon when you next in London. Ace xoxo

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Additional Information about Ace Hotel London Shoreditch

Address: 100 Shoreditch High Street, London E1 6JQ, England (Formerly Crowne Plaza London Shoreditch)
Phone Number:
Region: United Kingdom > England > London > Shoreditch , East End / East London
Amenities:
Bar / Lounge Beverage Selection Business Centre with Internet Access Fitness Centre with Gym / Workout Room Free High Speed Internet ( WiFi ) Pets Allowed ( Dog / Pet Friendly ) Restaurant Room Service Suites Wheelchair access
Hotel Style:
#192 Business Hotel in London
#260 Luxury Hotel in London
#302 Family Hotel in London
#331 Romantic Hotel in London
Price Range: £146 - £309 (Based on Average Rates for a Standard Room)
Hotel Class:5 star — Ace Hotel London Shoreditch 5*
Number of rooms: 258
Official Description (provided by the hotel):
Welcome to the Ace Hotel London Shoreditch, a 5 star property in the historic Shoreditch neighbourhood, a hub for galleries, theaters and fashion, home of the Brick Lane market and a canvas for street artists from around the world.It’s a neighborhood with a long history of culture and industry — the first district where plays were performed in London, banned at that time in the center city, and later a center of in textile and furniture manufacture.Today’s Shoreditch is a leader in the arts, design, cuisine, culture and technology — an outpost in the global community of ideas. The design at Ace Hotel London hints at a wide range of influences from UK punk to the bold graphic style of the early 20th century Vorticist movement, to the clean Modernism of the Bauhaus.All rooms have vintage furniture, original artwork, in-room safe and flatscreen TV with Ace video-on-demand and Revo radios with Ace-curated radio stations, plus a well-stocked mini-bar and complimentary WiFI. Some rooms have turntables and a selection of vinyl and acoustic guitars.Easy access to Moorgate, Finsbury Square and Liverpool Street. Destination restaurant Hoi Polloi is by David Waddington and Pablo Flack who are restaurateurs behind Bistrotheque and Shrimpy’s. Gym is open 24 hours; the Hotel also features a Basement Bar with live gigs and DJ sets, a lobby bar, The Bulldog Edition - a coffee shop in partnership with Square Mile Coffee Roasters, an exhibition gallery, on-site juice bar, a flower shop, and 24 hours room service. ... more   less 
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Also Known As:
Crowne Plaza London Shoreditch Hotel London
London Crowne Plaza

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