PSFK were kindly invited to the relaunch of what was previously the Great Eastern Hotel and has now been reinvented as Andaz– the first in a new chain of boutique hotels from the Hyatt Hotel group. Located next to Liverpool Street Station in London, the hotel sits in the heart of the uber-trendy East End, offering its 250+ rooms to city-slickers on business trips, or anyone else willing to pay the £400 per night rate!

Andaz (which apparently means personal style in Urdu) Describes itself as a ‘personalised casual luxury hotel experience’, and has replaced the traditional check-in desks with what they call dedicated personal hosts; title-less staff who use Tablet PCs to check you in, respond and cater to your personal tastes and preferences, and aim to build a one-on-one host and guest relationship- rather like a personal butler. The press release proudly states: ‘Guests are empowered to define their own hotel experience and live it with the same freedoms they have at home’, which supposedly translates to 24-hour service and the fact that everything from the mini-bar to the movies is included in the room charge, rather than encouraging you to wander round in your underwear or re-arrange the furniture.

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