The RUBY Group, led by founder and CEO Michael Struck, has secured three new hotel projects, two of which are outside the German-speaking area.
The group’s first international hotel, RUBY LUCY, will open by the end of 2019 in central London. Two additional hotels will be developed until the beginning of 2021, one in Zurich and one in a still confidential, French-speaking location. RUBY has evolved to be one of the fastest-growing, non-standardized hotel-brands and has successfully established its LEAN LUXURY philosophy as a new, independent segment in the market.
Central location in the heart of London
RUBY LUCY in London is located in the fashionable Southbank quarter at Lower Marsh, a historic market street with many small bars, restaurants and boutiques. The hotel, with 76 rooms, is located very close to Waterloo mainline train and underground station, so has excellent connections with London’s public transportation network. Westminster, Buckingham Palace and Trafalgar Square are easily reached on foot, just a few minutes away, along with Soho and Covent Garden.
For its first hotel outside the German-speaking region, RUBY agreed a partnership on the property with a family-owned real estate company with a long-standing tradition. Real estate agent MS CRE advised Ruby. The new building south of the Thames, which also houses restaurants and shops, is designed by renowned architects Studio Kyson.
The new project in London confirms the success of the RUBY Group’s winning strategy, even in the most competitive markets. “RUBY not only sets itself apart with its novel product concept, along with constructional and processual innovations, an outstanding personnel and area efficiency,” explains RUBY-founder Michael Struck.
First Swiss RUBY HOTEL opens in Zurich
Another RUBY hotel, with around 210 rooms, will open by the beginning of 2021 in Zurich. Located at Waisenhausstraße 2-4 / Bahnhofquai 7, the new hotel is only 200 m away from Zurich central station and has excellent connections with the local and long-distance transportation network. The Beatenplatz, situated in front of the hotel, offers space for terrace areas. The charming historic building, a former cinema, known as the ‘ABC Kino‘ is currently being refurbished by PSP Swiss Property, one of Switzerland’s leading real estate companies.
“The new RUBY HOTEL with its LEAN LUXURY philosophy is an ideal fit with its outstanding location,” says Giacomo Balzarini, CEO of PSP Swiss Property.
A Lean Form of Luxury
Just like the group’s other houses, the two new hotels follow RUBY‘s LEAN LUXURY philosophy: top location, high-quality fittings, and outstanding design. All of this is offered at an affordable price by rigorously cutting out the superfluous and focusing on the essential. “This works because we accommodate luxury in a relatively condensed space, similar to luxury yachts, and we forego unnecessary services. Thanks to proprietary technical innovations, we plan, build and organize ourselves differently from conventional hotels. To be precise, we plan and build in a very modular way and centralize as well as automatize processes behind the scenes wherever possible. This helps us create a luxurious and unique hotel experience at an affordable price” explains Michael Struck, RUBY founder and CEO. Every hotel is designed and developed individually, referencing local themes and stories.
