Green Rooms Social Value Report - April 2021

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Social Value Report Green Rooms

































Green Rooms is a pioneering and unique arts hotel, an authentic start-up social enterprise and creative hub, that opened in May 2016 in Wood Green, North London.

organisations such as nearby Alexandra Palace and other venues in the borough and beyond. The hotel also features a gallery, exhibition and rehearsal space.

Located in a beautiful late art deco-building owned by Haringey Council it was principally designed to attract artists visiting and working in London and offers affordable accommodation and event spaces.

On the ground floor there is a lively bar and restaurant, popular with local residents and guests staying at the hotel. The restaurant offers sixmonth, rent-free residencies to new restaurants, acting as a business incubator project.

The hotel provides 54 beds with discounts for travellers working in the arts and creative industries, many who are attending workshops or residencies within the hotel or as part of the hotel’s partnerships with some of London’s leading cultural

The bar and seating area serve as informal co-working space in the daytime, and a successful evening venue for Wood Green with a regular programme of exhibitions, events and performances including live music. 5

Green Rooms was established by social entrepreneur Nick Hartwright, CEO of Projekt, and Kurt Bredenbeck of Quest Hotels, the founder and former owner of the iconic Hoxton Hotel in Hackney Taking care of Haringey Council’s former Housing Office that lay derelict for several years, Projekt’s in-house design team lovingly restored the 6

striking late Art Deco building – originally constructed in 1935 for The North Metropolitan Power and Electric Company. The project was funded by the Greater London Authority, the London Borough of Haringey and social impact private investment at a total fitout and refurbishment cost of £1m. It has been held up as a glowing example of how local

authorities, social enterprises and private investors can work together to deliver game-changing cultural entrepreneurships. Green Rooms is also signposting future regeneration plans for Wood Green, ensuring the local community groups are involved at all stages and are brought along – not priced out of left behind through gentrification.



Helping to bring in visitors to the borough from across London Arts-led regeneration in Wood Green by creating an event and cultural space

PLACEMAKING Place for family occasions and celebrations

Attracting visitors from other areas of the UK and countries worldwide to stay and work.

People socialize in the Lobby, Bar and Restaurant and attend events


Space provided for local artists and crafts to display and sell their works

Creation of a destination and vibrant 24-hour community

Encourage collaborations and sharings amongst guests and community of freelancers that use the lobby area as their CoWorking space

On average 60 free community events per year Partnerships with local businesses and organisations welcoming their staff and members at the hotel such as Skolars Rugby Club, Ingla School of English, Haringey Council and Stroke Night-time presence near Wood Green tube station and High Road


The launch of Green Rooms has contributed directly to a feelgood factor in Wood Green. Many of the hotels’ regular customers eulogise about how Green Rooms has helped change their perception of Wood Green and the way they feel about the area. Green Rooms has made a substantive impact on the 10

cultural environment in the local Wood Green and Haringey area. From a building that was disused and empty, Green Rooms’ team has created a successful, thriving real ‘place’ that is visited and enjoyed by hundreds of guests each day, including many local area residents and a host of arts-related or arts-interested individuals from around London

and around the world. The hotel established supply contracts with a number of local businesses in the borough for the supplies necessary to operate the hotel. This includes bed linens, food & beverage for restaurant and bar, cleaning supplies and other hotel & catering related products.




& JOB CREATION Green Rooms has created high levels of permanent employment with the majority of the team living in Wood Green or neighbouring areas. • Approximately 50 staff members have passed through employment in Green Rooms during the first four years of operation • Training and development of staff • Investment in the form of training courses and equipment • Job placement program with Mencap • Incubator restaurant that supports young chefs via a six months ‘pop-up’ residency and mentoring scheme 12


Natalia Negomireanu – from receptionist to General Manager Natalia came to London in 2013. She started working as a kitchen porter and moved to reception a year later. She joined Green Rooms in 2018 as front office manager and was quickly promoted to Operations Manager looking after the day to day running of the hotel, recruitment and training, as well as managing its three meetings and events spaces and bar for gatherings of up to 150 people. Green Rooms helped her gain the skills needed for a senior management role and prepared her for the next career step as a General Manager.


The restaurant pop-ups serve as a launch pad to young chefs. Whilst they work towards the creation and ownership of their own restaurant business, they receive business support and are provided with a rent free and fully equipped kitchen and restaurant space.


2 FINGERS – progressive street

by Medellin-born Wood Green resident Esteban Arboleda. Prior to coming to Green Rooms he had run short-term pop-ups and had taken its street food stall to events and food festivals.

food pop-up concept by Rick Panesar

HANOI CA PHE – pop up by Gina

Lely who, since leaving Green Rooms, started her Street Food Eatery at CRATE St James in Walthamstow.


souvlaki-pita pop up by Chris Caudle

POP’S KITCHEN – inspired by


head chef Marie Mitchell’s parents Barbara and Earle – serving an authentic Caribbean menu but with modern twists and hints towards Marie’s own South London upbringing.




Tokunbo’s Kitchen was founded by Tokunbo Koiki in 2015 with the aim of introducing Nigerian cuisine to the global food landscape. She now runs her own catering company and works as a style coach.


OITA KITCHEN Fan Yi launched his Japanese kitchen concept in July 2018. Although originally from China, he lamented the lack of good Japanese restaurants in North London and Wood Green in particular, the area where he lived for over a decade. Fan Yi: “I wanted to create a down to earth, cosy, humble and healthy Japanese eatery to share with locals and to promote healthy eating. Oita’s ingredients mostly come from local markets to ensure fresh taste and to minimises wastage”. The residence was supposed to last for 6-12 months only 16

but it soon proved to be very successful with Wood Green locals and guests from neighbouring boroughs, and became a more permanent feature. In addition to the restaurant Oita also caters for private events, take away and delivery from his kitchen at Green Rooms.




Since opening, Green Rooms has formed strong partnerships with a vast number of local creatives and community groups.

and curious guests to engage in an exciting programme of exhibitions, events and performances.

Through relationships with some of London’s leading cultural institutions, Green Rooms attracts visitors and news residents into Wood Green, and encourages its diverse

The hotel is hosting regular support groups and provides local young people meaningful opportunities for development.


Green Rooms supports numerous charities, community groups and local businesses.




• Stroke Association - Monthly meet-ups of people with aphasia in the Green Rooms lobby • Sanctuary Housing & Grow N22 – members of the local community create Green Rooms’ yard and garden and look after it • Beanstalk Reading Charity – host book exchange meet-ups and training sessions for North London reading helpers • Tempo Time Credits – members can use their Time Credits for overnight stays in the dormitories, book a meeting room or attend events at Green Rooms • Mind and Asthma UK - hosting fund raising activities

• Collage Arts – an arts development, training and creative regeneration charity based in Wood Green. Hotel partner and exhibition venue for N22 open studios in November each year, supporter of creative projects by young artists such as Shopfront Studios and KitCat Club Xmas dinners • NCT - Ante Natal Classes. • Ingla School of English –host hotel for student meet-ups • Skolars Rugby Club: preferred rates for spectators and visiting teams to stay

• Hotel partner and host hotel for community meetings and events organised by Haringey Council • Hosted a number of fundraisers in partnership with the London Borough of Haringey • Green Rooms supported Haringey’s homeless census • Hotel gives shelter to vulnerable people during the COVID 19 pandemic






Since opening, Green Rooms has hosted numerous major cultural events, mostly free for the local community to attend. The hotel has a diverse programming policy, from rotational exhibitions of mostly local artists in the lobby, pop-up kitchen launches, book clubs, regular comedy nights and live music events to life drawing classes, wellness sessions and workshops.





• ‘Youtopia’ Festival by Central School of Speech & Drama • Teresa Schippel Hales – Art Exhibition to raise funds for renovation of Alexandra Palace Theatre • North London Fashion Scene Panel Discussion • Traid - Upcycling session • Social Enterprise Forum • Turnpike Art Group - Art Exhibition • Dakar 2 London • Photo X - Photography Competition

• NPBL – Noel Park Green Spaces Consultation • Crafty Nolo - Arts & Craft fair • Cakes & Ladders - Games night • LIFT Tottenham - Artist hang-out • Tottenham & Wood Green - Friends of Earth • The Well Being Workshop / Therapy Training • London Festival of Architecture – Wood Green treasure hunt and Tokunbo’s BBQ • Edinburgh Fringe Preview - Comedy nights • Black History - Pub Quiz • Haringey Helping Rough Sleepers

2017 • Hotel Europe immersive art installation • Guffaw Comedy Club • Northmet Power to Green Rooms Historical Tour • LIFT Tottenham - Artist Hangout • Haringey Literature Live • Wood Green Business Forum • British Council Literature Away Day • Haringey Thinking Space Project • GCSE art exhibition / Octagon AP School • St Williams Homes - Community engagement event • Haringey over 50s Forum • Sooz Kempner - Performance • KitCat Club by Talent Match

2019 • Self Love - Yoga and Brunch • Gretel Charity Musical – song rehearsal to raise funds for GALOP • The Work Club Women’s Coworking Space • Police – Child Exploitation CSE • Casa Fortunata - Sound Healing Workshop • Blank Space Art – Graffiti and art workshop for children • Freelance Sisters – Free skill share club • Haringey Extra Radio Industry Showcase 25

OPEN HOUSE LONDON – Yearly participation with tours behind the scenes of Green Rooms and learn about the buildings’ architecture and mid-century design furniture

RIFT (Immersive theatre company) Hotel Partner



BRITISH COUNCIL Hotel partner and host hotel for Venice Fellowships Induction Programme and art exhibition of the 2017 fellows of the Art Biennale.

FRIEZE ART FAIR – Hotel partner

LA CLAVE FEST Festival Partner of Latino Life


THE OTHER ART FAIR – Hotel partner / co-curator of The Graduate Art Prize exhibition at Green Rooms

GFW (Graduate Fashion Week) – Hotel partner / Hosted and curated VIP lounge and job lounge during GFW 2017 and 2018

RED ENTERTAINMENT – Hotel partner and rehearsal venue

ALMEIDA THEATRE – hotel partner in 2016/17/18

LONDON MUSIC WEEKEND – Host hotel for music students coming from Italy to join on a 4-day training programme with ICMP and The Halfmoon


LIFT (London International Festival of Theatre) – Hotel partner

BLOCK UNIVERSE – Festival Partner

DRAF (David Roberts Art Fund) Preferred Hotel partner

NEW DIORAMA THEATREPreferred hotel partner and supporter of their artist development programme


Prior to occupation by Green Rooms, the building had been extensively stripped out by the Council to its core shell structure with no internal partitions, no central heating and no gas connection.

• Install central heating and lighting and new up-todate electrical fixtures and wiring

During the renovation, Green Rooms spent approx. £600,000 on the basic structure of the building:

• Work with the existing architecture of the building • Ensure the history of the building is highlighted and respected • Reveal, preserve and protect original features and details at all cost • Contrast original details with all contemporary interventions

• Extensive partitioning to create 26 bedrooms, some with en-suite bathrooms • Restore the existing 1930’s lavatories to include showers


Priorities during the refurbishment programme:



KEY ARCHITECTURAL FEATURES AND INTERVENTIONS Minimal detailing and a stripped-back aesthetic has been employed throughout the spaces giving a rustic and unpretentious atmosphere to the venue. • Original mosaic tiling • Retained the original large windows • The building’s original industrial iron beam structure has been left exposed and worked into the overall design environment. • The stunning third floor has been retained and refurbished as a gallery and bar • Restoration of imposing skylight that was originally hidden away by a suspended ceiling 30

INTERIOR DESIGN The key design theme is the mix of authentic vintage and contemporary British craft furniture to complement the late Art Deco building which houses the hotel.

A serious collection of prewar and post-war vintage British craft furniture has been assembled and carefully curated by the hotel’s founder Kurt Bredenbeck, telling a story of British artistry and craftsmanship.


THE FACTS & THE FIGURES Green Rooms is an active partner in Wood Green’s regeneration scheme. The hotel has received huge attention from press such as Evening standard, Time Out, The guardian, Wallpaper and travel publications when it first opened. It is helping to attract large numbers of visitors to Wood Green and has helped to raise the profile of the area’s creative business communities. Wood Green is fast becoming an arts destination of choice for Haringey residents, for London and beyond.


PROJECT DETAIL Value/project cost: under £1m. Size: 3,360 square metres. event spaces: 1,992 square meters public spaces: 1,852 sq meters Project started in May 2015, works in autumn 2015. Projekt takes over 10-year lease of the building from Haringey Council. Renovation of the building and turn it into a hotel.

PRE 2015

A derelict and neglected Council building, Haringey’s former Housing Office. Danger of losing a historic building with beautiful late art deco features.

2015 2016


Completion Opening Date: May 2016 22 bedrooms, 2 studio apartments, 2 dormitories with 12/14 beds, Residents Lounge & meeting room 1 gallery/event/ rehearsal space Bar and Restaurant



Thriving café, bar, restaurant & event space

Over 17,000 visitors staying overnight in the hotel in 2019

54 Beds 34

7 new restaurant businesses supported

The hotel provides job training and work experience to people with no previous background in the hotel industry

80% of staff employed are Haringey residents

Over 50 staff members have passed through employment since opening in 2016

Approximately 25 individuals work there at a time on a full time or part time basis

£15,000 invested in support for staff including courses and equipment Large number of charities and local groups supported

4 local businesses supported by being part of the supply chain


The hotel closed to the public 24 March 2020, utilizing furlough scheme to secure jobs. During lockdown, Oita kitchen operated delivery and take away only. Launch of ‘Clean and Protect’ a new programme of enhanced cleaning, social distancing measures and services.

HOTEL ACCOMODATION: • initially, free accommodation was offered to NHS staff and other key workers In April 2020 a deal was agreed with Haringey Council to house vulnerable people and people who experience homelessness at heavily discounted rates 36

• Around 90 people have been accommodated between April 2020 - January 2021 • A fridge, washing machine & dryer was placed in the lobby for guests to use • An area with a laptop to check emails and use the internet was set up for guests to use • Hotel staff organised clothes and shoe donations for the guests • Access to the Resident’s Lounge for guests to have private meetings without disturbances • A GoFundMe page was set up to raise money to support us in providing free meals to the guests. £6000 were initially raised with another £2000 pledged later

• Green Rooms provided a free snack area for the guests • Partnership with ‘Edible London’ and ‘With Compassion’ was set up who donated food • With support of Haringey Council and ‘With Compassion’, we hosted a Christmas lunch for guests in house • A dedicated outreach navigator was placed at the hotel by Haringey Council to look after the day to day needs of the guests • Training was given to Green Rooms staff to learn how to support and communicate with people experiencing homelessness.


PARTNERS WHO HELPED US TO SUPPORT OUR GUESTS IN NEED DURING THE PANDEMIC: WITH COMPASSION Charity organisation who feeds the vulnerable by turning food waste into nutricious meals.

The Pandemic has altered the way we work and interact, and changing restrictions and closure of businesses have deeply affected commercial lets, co-working spaces, hospitality business and the events industry.

EDIBLE LONDON Non-profit organisation that is cultivating & distributing free nutritious food for all.


A WARM WELCOME TO GUESTS OF ALL BACKGROUNDS Green Rooms has always been a welcoming place, not just a hotel but a place where guests feel at home, where they meet likeminded people, make connections, create projects and where staff go the extra mile to get to know them on an almost personal level. During the pandemic, the hotel has provided people who experience homelessness with more than just a temporary home. Many residents commented that stability of staff, compassion and a sincere interest in their stories have made their stay at Green Rooms so valuable.

Rahman Arshad – General Manager Green Rooms/COO Projekt: “The logistical and operational complexity of setting up this initiative in the backdrop of a pandemic was a huge challenge but witnessing both organisations and all involved pulling in the same direction to deliver success fills me with a great sense of pride. I have particularly been impressed with how my young team has shown adaptability and maturity to work to a completely different mindset and develop new ways of working. Indeed, they are a credit to Green Rooms and befitting to the way in which we mould our team. I am sure many of our guests, when they move on from Green Rooms will feel better placed to find their own way forward.”

Alison Charles – Complex Needs Outreach Navigator/ Haringey Council - Based at Green Rooms since April 2020 “To date we have accommodated around 90 individuals. For some this has been a lifeline and a bridge to understanding the nature of support that is available in order to move into and sustain accommodation on their own. There have been times that have been extremely challenging, and they [Green Rooms] have always been willing to stretch themselves and provide a supportive environment.”

Khaled, receptionist:

Green Rooms resident:

“The last ten months have been an amazing experience for me. I learned to see homeless people in a different way, as a person, not just someone I would walk past on the street and ignore. I learned empathy and gained a refreshing look at what people go through. It is humbling to see how people change while staying with us, they open up, they leave their rooms and become more social …. I could imagine going to the pub with some once Covid is under control.”

“For someone like me who is experiencing homelessness for the first time due to the pandemic, my experience at Green Rooms has been positively eye-opening and has assuaged the deep fears I faced when I lost my previous housing and faced a life in the streets. From the moment I walked through the door, the staff truly made me feel I was a valued guest of the Green Rooms. I will never forget this because it was such an unexpectedly pleasant surprise amidst otherwise intensely trying times. During the many weeks I have now spent here, every member of the Green Rooms staff has been consistently kind and personable, in addition to being always very professional. This is extremely important

Green Rooms resident : “I am in heaven.”

because it serves as a tangible daily reminder that we, who became homeless due to different unexpected and deeply challenging turns of events, are like everyone else and can thus work to rebuild our lives and regain our autonomy.”


IMAGE CREDITS: PP 4/6/7: Lewis Khan P 8, 9: SODA Studio P 10: Agnese Sanvito P 11: Matt Crossick (right) P 12: Theo Cottle

P 18: Matt Crossick(bottom right), Laura de Meo (top right)

P 25: Liz Heinmichs (bottom), Dakar 2 London (middle)

P 19: Matt Crossick

P 28: Hanna Batchelor (left), Violette Nlandu Ngoy (right)

P 21: Michael Obert P 22: Liz Heinmichs (left),

P 15: Enzo Cerri (left), Agnese Sanvito (right)

P 23: Holly Revell (top left), Laura de Meo (centre), Bruna Balodis (bottom left)

PP 16/17: Oita Kitchen

P 24: Ginza (top left)

P 29: SODA Studio P 30: Lewis Khan (top and bottom right), Paola Gabrielli (bottom left) P 31: Hanna Batchelor (bottom left and right), Folk (top left) P 32: Agnese Sanvito

13-27 Station Road, Wood Green London N22 6UW +44 (0)20 8888 5317