The Hoxton is mobilising for mental wellbeing and fire victims in the United States welcoming fire evacuees to their hotels in Los Angeles and Portland.
Posting on Instagram, The Hoxton unveils its campaign:
With the spread of wildfires growing on the West Coast, we want to offer a home at the Hoxton for those in need. For LA and Portland residents who have been displaced, just email hello.DTLA@thehox.com or firstname.lastname@example.org with proof of address and we'll get you sorted with a place to call home for the night.
Residents based in California who are in compulsory evacuation zones automatically receive a free stay, while other people affected by the disaster but whose home is not in a compulsory evacuation zone are entitled to a 50% discount. The fires caused the deaths of 35 people, including 24 in California and one child in Washington State.
Launched globally, fundraising profits will be donated to the brand's four partners: Mental Health Foundation in the UK, Open Up in Amsterdam, Astree in Paris and MyWellbeing in North America.
The Hoxton will also be partnering with the Sleep Cycle application from 21st to 25th September to offer a limited number of deep sleep rooms at £75 in all its hotels. The concept is that guests will be able to assess the quality of their sleep using the application. If the quality of sleep is above 70%, the £75 will be donated to charity.
In order to participate in the £1 room sale, visitors can visit hoxallfor1.com and select a country and hotel for which they would like to "win" a room. The sale will close on Wednesday 16 September.
Graphic artist Naomi Edmondson of Survival Techniques has been asked to install artwork in the hotels over the next few weeks to brighten up the context.