In late 2024, Independent Hotel Show PR Director Nicola Macdonald paid a visit to Hart Shoreditch in East London, part of the Curio Collection by Hilton.  

The visit coincided with Hart Shoreditch's fifth anniversary, celebrated in December 2024, which marked the emergence of the hotel as a bustling creative hub in East London, known for collaborating with artists and artisans and championing the area’s creative professionals.  

“Part of the unique experience of Hart Shoreditch is that everything we do has meaning,” says Zakzeckyte. “With all the installations we work with East London artists. We want to promote practicing artisans working with wood, ceramics, leather, and more. These trades are dying, but we’re determined to keep them alive.” This ethos of meaningful engagement creates an infectious energy that flows through the building, inspiring both staff and guests. 

The hotel’s design reflects this connection to the local creative community. Collaborations with East London artists and artisans are evident throughout the property. For instance, the water carafes in guest rooms are crafted from East London clay, and decorations created by local florist Grace & Thorn ensure every celebration has a distinctive touch. 

Hart Shoreditch has a deep-rooted commitment to its neighbourhood. “We give a lot and work with many charities,” Zakzeckyte explains. Among these is Arts for All, a charity that runs workshops and cinema nights at the hotel. The hotel also showcases art from the charity, with all proceeds from sales going directly to the organisation. 

Another partnership is with the Hidden Disabilities Sunflower charity, which raises awareness about invisible disabilities. “It’s important to us that everyone feels welcome and supported when they’re here,” Zakzeckyte says. 

The hotel has established itself as a hub for the arts, particularly during London Design Festival (LDF). In 2024, Hart Shoreditch collaborated with design studio 2LG to create an immersive exhibition, SPECTRUM, which explored emotional connections to colour. The sensory journey was hosted throughout the hotel, sparking conversations about inclusivity and human connection.

The year prior, the hotel partnered with illustrator James Daw to produce The Fundamentals of Caring, a sensory exhibition that transformed the hotel’s interior into a canvas for intricate miniature sculptures and whimsical designs. Zakzeckyte emphasises, “There is always a message. Every piece, every screw, every human is essential to success. That’s what we celebrate at Hart Shoreditch.”

Sustainability is another cornerstone of Hart Shoreditch’s philosophy. The hotel was included in the International Sustainable Awards Top 100 of the World in 2024, a recognition of its seamless integration of sustainability principles. From sourcing furniture and decorations locally to crafting installations with recycled materials, every effort is made to minimise waste. “For our anniversary decorations, we collected furniture for a year,” Zakzeckyte recalls. “People thought we were mad, but it was all about creating something unique and sustainable.” 

Dining at Hart Shoreditch reflects the vibrant diversity of East London. In April 2024, the hotel launched UBA, a pan-Asian restaurant developed in partnership with Chef Paul Greening.  

“The concept is simple and comforting, with sharing plates and an emphasis on craftsmanship,” Zakzeckyte shares. The hotel sources ingredients from local producers and collaborates with brands like Hoxton Spirits London, ensuring that even the bar’s offerings align with the neighbourhood’s eclectic spirit. 

Zakzeckyte’s leadership philosophy centres on nurturing her team.  

“The main rule, which I think everyone forgets, is that if you look after your staff, everything will work as it should,” she says. “Happy staff means happy guests.” This approach has fostered a strong sense of loyalty among the team, with many employees celebrating five-year milestones alongside the hotel. 

To Zakzeckyte, Hart Shoreditch is more than a building; it’s a living organism. “Most of the design process happened in 2019, but it never stops,” she explains. The hotel’s design honours the rich history of Shoreditch, with elements like the bobbin [a spool on which thread or yarn is wound] at the entrance, a nod to the silk weavers of Spitalfields, and chandeliers in the lobby that incorporate cabinet-making motifs. “If someone thinks a hotel is just a building, they shouldn’t work in hospitality,” she adds. 

As Hart Shoreditch embarks on its sixth year, Zakzeckyte and her team are already planning the next phase of their journey. Whether it’s crafting signature candles and diffusers that capture the hotel’s essence or collaborating with local artists for new installations, the focus remains on delivering a hospitality experience that surprises and delights. 

“The hospitality business is changing,” Zakzeckyte reflects. “Guests want discovery, surprise, and change. They want businesses that bring value to their community and have a purpose. It’s our job to meet those expectations while staying true to who we are.” 

To keep up to date with all the latest interviews, insights and industry trends in the UK hotel sector, subscribe to the Independent Hotel Show newsletter.