interview


Contemporary chic hits the pre-assembled modular hotel sector with the opening of the Bloc hotel. Tom James reports.


Blocbuster


AN ESTIMATED 800,000 visitors are expected to descend on London to witness the 2012 Olympic and Paralympic Games. Many will seek accommodation within striking distance of the action. Yet the capital currently has only a reported 150,000 beds available, which begs the question whether the city can take the fullest opportunity to cash in on the biggest sporting event in its recent past. I address the question to Colin Graham,


director of Boxbuild, a newly established hotel provider, which has just opened its first Bloc modular hotel in Birmingham’s desirable Jewellery Quarter. “We’re addressing the Olympics opportunity,” says Graham with a wry smile, but refuses to be drawn further on exactly what Boxbuild is planning for 2012, saying only that the company is


14 bflmagazine.co.uk


investigating a number of potential sites for hotels in the capital. Graham passionately believes that the


concept of modular construction, coupled with high-end facilities available at budget prices, can fill a market niche left vacant by more traditional hotel builds. Indeed, the inspiration for the Bloc concept was the culmination of the directors’ frustrations with the short-stay, business traveller- targeted hotels that already existed. “Too often, they’re expensive, the fit-out is not up to scratch and you end up feeling short-changed,” he says. “We thought we’d take it upon ourselves to create an affordable hotel that offers everything short-stay customers expect; good-sized, comfortable beds; power showers; high- quality flat screen TVs and fast Wi-Fi.” One of a team of five Boxbuild directors,


Graham: “Too often hotels are expensive, the fit-out is not up to scratch and you end up feeling short-changed.”


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