Premier Hospitality

Stow-Away Waterloo

Written by Roma Publications

Stow-Away Waterloo

A brand-new sustainable and eco-friendly apart-hotel concept has opened in central London. Stow-Away is made from 26 re-purposed shipping containers that have been stylishly transformed into studio apartments.

Boasting a superb, central location, Stow-Away Waterloo has 20 micro flats and a boutique wine bar and pop kitchen – Unwined. A remote check-in and mobile app system means guests have the flexibility to stay for a couple of nights or a couple of months.

The concept is the latest venture from creative property development and urban regeneration company Stow Projects (in partnership with Ciel Capital). Director Charlie Fulford recently spoke to Premier Hospitality about this exciting enterprise:

“It’s essentially an apart-hotel brand, with a strong focus on sustainability. My background is mixed-use, urban regeneration projects and we were working with Network Rail on some big developments in Battersea. We were looking at opportunities for these interesting, quirky apart-hotels in locations near railway stations. We realised this site was available.

“Network Rail weren’t able to sell but were willing to give us a long lease. We then came up with this concept of shipping containers. It was really born off the back of needing a concept that would fit a lease structure with a land owner. The whole building is recyclable.

“We’re looking at other opportunities now to take the core elements of what the brand is all about into perhaps more conventional buildings as well. We’re not just about shipping containers. This concept is very much about creating comfortable places for people to stay that have strong environmental credentials.”

Each apartment includes a super king-sized bed, fully equipped kitchenette, two chairs, a dining table and walk in shower. Other amenities such as air conditioning, luxury toiletries and high speed Wi-Fi are provided as standard.

Located on the ground floor of Stay-Away, Unwined blends unusual wine choices from around the world with a mix of sumptuous dishes. A rotation of guest chefs means the menu is an evolving feast of flavours.

Looking ahead, plans are already in place for other properties in London and elsewhere in the UK.  Lessons learned while creating Stow-Away Waterloo will allow the brand to evolve and develop quicker. Charlie added:

“It’s been at times a convoluted and difficult journey but we’re very happy with the destination. We’ve only been open a week and half but people so far have been delighted. One of our guests even left us some flowers, which was really nice!”

To find out more about Stow-Away Waterloo, please visit


Doone Silver Kerr

Doone Silver Kerr is a dynamic London-based architecture practice established in 2010. The studio is led by Directors Richard Doone, John Silver and Ross Kerr who have complementary talents and extensive experience in commercial, residential and hospitality sectors worldwide.

Richard Doone spent 25 years with the Conran group of companies, with projects extending globally across the hotel, residential, office, restaurant and retail sectors, from Guastavino’s In New York to Futako Tamagawa in Tokyo. John Silver joined the office of Norman Foster in the 1980s and was responsible for award-winning projects that unlocked exceptional value for clients, including the terminal building at Stansted Airport, the Electronic Arts European Head Quarters and Frankfurt Commerzbank tower. Previously, Ross Kerr led the Interior Architectural Team for One Hyde Park, which set a global benchmark for ultra-high net worth living.

Stowaway on Lower Marsh in London is the result of a long standing working relationship with Charlie Fulford on a number of highly successful urban regeneration projects.  It represents Ross’ enthusiasm for exploring new architectural models and construction techniques to unlock the potential of complex, constrained sites and meet the demands of ever more flexible, innovative, technology driven, living, working, and playing patterns in Central London and beyond.

As lead architect and interior designer Doone Silver Kerr relished the opportunity to create a unique product for Stowaway.  It has been a challenging project for all, but then creating something unique always is.

Doone Silver Kerr does not seek to create a brand style.  Instead every project is a specific response to an extended dialogue with the client. The studio’s philosophy of design is rooted in a commitment to rational building, eschewing extravagance but focusing on precise detailing and the thoughtful use of materials. Stowaway is the embodiment of all these values.

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