NH Hotel Group’s iconic brand nhow to open a new establishment on top of a bunker in the city of Hamburg in 2021

Category: Development

• NH Hotel Group has won the tender to operate a new hotel to be built in the rooftop of the stunning St. Pauli bunker in Hamburg, destined to become nhow’s third hotel in Germany
• nhow Hamburg joins the brand’s pipeline of seven establishments, with three of the planned new hotels - in London, Amsterdam and Brussels - due to open their doors in 2020

NH Hotel Group has won the tender to operate the hotel that will be built in the top of the stunning St. Pauli bunker in the city of Hamburg. The building will have 136 rooms, a bar, a café and a restaurant. It is scheduled to open mid-2021.

The differentiating factor that tipped landlord EHP Erste Hanseatische Projektmanagement GmbH and property developer Matzen Immobilien GmbH & Co. KG in NH Hotel Group’s favour was its comprehensive proposal, plans that dovetail with the creative scene in the Schanzenviertel district in St. Pauli.

The amazing bunker, right in the heart of the city, will extend over five storeys in the shape of a pyramid, which will house the hotel rooms. One of the project’s most eye-catching features is the landscaping plans: a spectacular roof-top garden, in all likelihood one of a kind in Germany. The hotel will enjoy fantastic panoramic views of Hamburg, in the line of sight of the Elbphilharmonie and a leafy and meandering green walkway that will surround the bunker.

Upcoming nhow openings

NH Hotel Group remains strategically committed to the nhow concept, as is evident in its pipeline of seven establishments - in the cities of Rome, Brussels, Santiago de Chile, Lima, Amsterdam, Hamburg and Frankfurt - due to open over the next three years. The Group has already opened nhow hotels in Milan, Rotterdam, Berlin and Marseille; the next opening is scheduled for London, in January 2020.

In fact, to welcome nhow to the UK capital, East London was home for a time to an enormous 8-metre long, colourful chameleon, the brand’s spirtit animal. Just a few yards away from the new hotel, on the Truman Tower, the striking chameleon provided the perfect example of the experimental and disruptive spirit that characterises nhow. With its unusual and striking appearance appearance, the chameleon installation will now tour all the cities in which a nhow hotel is being developed.

nhow, NH’s most chameleon-like brand

nhow is NH Hotel Group’s designer and lifestyle brand. All of the nhow hotels have their own personalities, inspired by the cities that embrace them. NH Hotel Group strives to explore new territory with its nhow hotels, which combine the contemporary architecture and designs of famous creators such as Matteo Thun (nhow Milan), Rem Koolhaas (nhow Rotterdam/nhow Amsterdam RAI), Karim Rashid (nhow Berlin) and Teresa Sapey (nhow Marseille) with urban trends. The nhow hotels are style-setters in their respective locations thanks to their eye-catching designs and become fashionable destinations and meeting points for travellers and locals alike.

In devising the design concept for each nhow hotel, NH Hotel Group works with Enrique Tellechea, founder of the branding consultancy The Null, who is working top-down on the brand’s construction. Nothing is given at an nhow hotel. Everything is unexpected, iconic, inspirational and surprising, from the lobbies to the rooms, restaurants, corridors, meeting rooms and creative spaces. Each guest will enjoy their own personal experiences with one thing in common: the wow factor! Located in essential urban districts in the throes of transformation, the nhow hotels quickly emerge as landmarks for self-discovery, experimentation and creativity.

About the bunker St. Pauli

Built in 1942 in just 300 days, even with the use of forced laborers, the bunker on Feldstraße was one of two so-called flak towers, initially intended primarily for air defense. It was also propaganda of the Nazi regime. During the II World War, tens of thousands of Hamburgers found protection against Allied air raids. Meanwhile, the bunker St. Pauli has long been home to companies from the media, culture and creative industries., and will remain there after the hotel is built in the rooftop.

About NH Hotel Group

NH Hotel Group is a consolidated multinational player and a benchmark urban hotel operator in Europe and the Americas, where it runs more than 370 hotels. In 2019, the Company is working with Minor Hotels on integrating all of its hotel trademarks under a single corporate umbrella brand with a presence in over 50 countries worldwide. A portfolio of over 500 hotels has been articulated around eight brands - NH Hotels, NH Collection, nhow, Tivoli, Anantara, Avani, Elewana and Oaks - to forge a broad and diverse range of hotel propositions in touch with the needs and desires of today’s world travellers.