April 2008

Dex 2

April 2008

MUSIC INDUSTRY’S FIRST BESPOKE 24-HOUR HOTEL COMES TO LONDON

UPFRONT, One to Watch, April 2008, COMMENTS

For high-profile DJs who are constantly on the road, the inside of a hotel room is part of everyday life and, in most cases, the bane of their lives. The night shifts of DJs continue to clash with the working hours of hotel staff and their guests. Hotels are traditionally not DJ-friendly. After all, who wants a partied-out DJ stumbling into their hotel at 7am when all the high-flying executives are browsing over the morning paper?

More importantly, where can a DJ enjoy a post-shift drink with friends once the club has closed? With the hotel bar shut hours ago, only a pathetic excuse for a mini-bar in the room upstairs and a baby crying next door, the possibility for sanctuary is slim.

It was these frustrations that inspired entrepreneur and music industry figure Stuart Hopson Jones to bridge the gap between DJ lifestyle and hotel culture. His new London venue, the aptly named ‘Dex’, scores one big point for the frustrated DJ. Not only does it hold one of the few 24-hour licences in the capital, but it also features an exclusive private members’ club and eight luxurious accommodation suites; two are a cut above the rest – one has a jacuzzi and the other a hand-carved four poster bed – but all are fitted with TV, DVD and ensuite bathrooms.

Dex also lives up to its name by having mixers and decks in some of the rooms. Upstairs is a terrace and outdoor bar, with a champagne bar/dining area, sun-loungers, a smoking area in a Moroccan styled Bedouin tent and, for the real pleasure seekers, a spectacular eight-person hot tub. The roof terraces have already seen a now legendary (secret) ‘Secret Sundaze’ party and will host residencies by Raw, IDC, Southern Hospitality and Risky Disco.

The idea fills such a gaping niche in the music industry that it’s surprising no-one’s thought of it before. Dex Private Members’ Club and Hotel has been created with input from some of the scene’s most prolific music artists, executives, A&Rs, DJs and industry clientele, and has 100 founding members. The concept is one that has been played with by a couple of other hotels, but only as a point of interest, rather than as a real facility for DJs. Hotel Pelirocco in Brighton, owned by Z Rooms Ltd, has 19 rooms themed around pop subculture and artistic individuals. Its Rough Trade, Rough Nite bedroom is based upon London’s Rough Trade record shop and has a turntable, headphones and Rough Trade promos to play. Similarly, its Soul Supreme, Motown-inspired room features a vintage record player, a collection of vinyl and a microphone.

Across the Atlantic, owners of Ace Hotel in Portland, Oregon were driven by a desire to create a place where their friends would want to stay; friends that were made up of DJs, artists, graphic designers and musos, so they created a hotel based around similar themes, featuring vintage record decks and psychedelic album covers.

Stuart, the creator of Dex, cites comparable inspiration, on top of his desire to have another business in his home town of Brixton. In 2001, Stuart launched music label ‘My Records’, which has released several successful albums from Sancho Panza. Together with forming Glade festival, owning a variety of venues (including the former Junction in Brixton, The Prince pub – which sits beneath Dex - and Smiths restaurant), a New York music management company and being a former DJ, his career has seen him travel the world with artists and DJs. He said: “The idea came from staying in various hotels with DJ friends of mine. It became clear that normal hotels didn’t cater for the needs of working DJs.

Dex grants DJs the ability to listen to their tracks and put a set together right before a gig. It also creates a social space for meeting people or throwing album launches and allows check in and check out at all hours of the day, rather than being kicked out at midday when you’ve only just got in.”

As Dex takes off, we’re pretty sure that others will soon wise up to the new market created by such a unique, boutique DJ-style hotel/club concept.

From: April 2008 Issue

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