Jason Catifeoglou has teamed up with Andreas Thrasyvoulou, founder of the myhotels group, and Steph Thrasyvoulou to launch The Pilgrm in Norfolk Square, Paddington this summer.
Billed as a ‘reinterpretation of the traditional hotel’, rooms will start from £99 a night in a bid to target the ‘next generation’ of travellers.
There will be no hotel lobby or reception desk, and instead guests will be able to check in online prior to arrival.
A ground floor café will serve as a welcome area, and guests will also be able to enjoy a lounge bar and 30-cover first floor dining room.
Each of the hotel’s 73 rooms will feature a pared back design with the removal of items that The Pilgrm's owners believe have become ‘unnecessary’ to the modern traveller.
Catifeoglou said: “The Pilgrm represents the journey of a collective of individuals I've enjoyed knowing over the years. Together we present a new luxury to today's traveller, often from unexpected places. We will combine the finest guest experience of today, with the finest British craftsmanship of yesterday."