LONDON, ON—Al-Hussein Velji calls The Metro Hotel in London his “passion project”, the first project he undertook after graduating from University of Guelph in 2007. And he admits that it probably would have been easier to build new rather than convert an old, gutted warehouse into a boutique hotel. “But I didn’t know that at the time...” he adds.
Velji is from a family of hoteliers. His parents own and operate the Econo Lodge in London, and his aunt and cousin, Shamim Warren and Nashrin Struk, own and operate the Best Western Milton.
After gaining experience in the family Econo Lodge, he bought the warehouse, which was built in 1892, in 2007. Located in Market Lane in downtown London close to the John Labatt Centre stadium, and next to the courthouse, it is “in the heart of downtown in a really nice, trendy, artsy, hospitality-oriented service area.
“There are condo buildings, the John Labatt Centre, the Monday market, and a few nice nightclubs in the area,” Velji says. Alicia Keys played there recently. The night club owners have clubs in Toronto as well, and often book concerts with big name artists in both Toronto and London.”
His biggest inspiration was the W brand. “Keeping that in mind, I thought I would one day jump on their coat-tails and create that type of brand.” Indeed, Velji’s company is called M Hotels.
One of the raised sinks in Hotel Metro’s guest bathrooms.
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Three years later, his vision has translated into Hotel Metro, London’s first contemporary boutique hotel. It consists of 25,000 square feet on four levels plus a very usable basement. It’s a long, narrow building, 142 feet long and just 36 feet wide. Renovations cost $4 million for the whole building.
Everything about the building spells class, from the Phoscarini light fixtures, to the contemporary use of stainless steel, leather and a stark colour palate, to the open, European-style bathrooms in each of the 20 guest rooms.
These include deep soaker tubs, stand-up rainshowers, and above-counter sinks with faucets coming out of the mirrors.
In-room amenities include Starbucks coffee, Aveda products and Vera Wang Serta mattresses. The hotel has also teamed up with Elite personal training studio, offering cardio and personal training at discounted prices.
Loft room at Hotel Metro in London, Ontario.
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On the fourth floor, Velji has created five loft rooms, with exposed brick and 11-foot ceilings.
Prices range from $150 to $305 per night. “We’re still testing out the rates,” Velji says.
The hotel gets lots of leisure clients due to its proximity to the John Labatt Centre, and corporate clients from businesses such as Canada Revenue Agency, London Life, and pharmaceutical companies.
One of London’s premier fine dining restaurants, Braise Food & Wine, featuring chef Kristian Crossen, who came from nearby Langdon Hall, and owner Rob Taylor, is located in the hotel. “We’re the smallest hotel London, with the biggest fine dining in the same building,” Velji says of the 126-seat restaurant.
The 35-foot long skylit Atrium, located in the middle of the building, provides a setting for banquets, receptions or cocktail parties for up to 90 people.
When guests check in, they’re asked what time they would like their breakfast, and they are served a choice of muffins and croissants from Braise’s pastry chef, plus granola, yogurt and peach compote.
And while Hotel Metro doesn’t have facilities to hold weddings, guests attending nearby weddings can book the whole hotel if they like, and can have access to the Atrium all day long.
