HIX & Co present: Hotel BDC // 3Stories x Pleasure Garden at The Aggie

Marking our largest and most ambitious installation yet, HIX LDN 2024 will see Islington’s iconic Business Design Centre reimagined as a hotel experience by four leading hospitality design studios. Presented as a multimedia gallery within a dedicated space constructed by set-builders Cloud and Horse, each team’s vision is centred around a deep-dive report by heritage consultants Historic Productions, and celebrate the power of history, locality, and community in hotel design.

Ahead of the big reveal on 27 November, we sat down with each studio to hear more about their proposed concept and their approach to creating a sense of place. Next up are hospitality branding and interior specialists 3Stories with a concept that channels the building’s storied history as an entertainment venue and the bustling social life of Islington past and present.

Here, Ben Webb, Managing Director at 3Stories, talks us through the studio’s vision for ‘Pleasure Garden at the Aggie’.

What does 'a sense of place' mean to you as a designer?

It means creating environments that go beyond aesthetics - they should evoke a deep connection to their surroundings and create a feeling of belonging. In the context of hotels, it’s about designing spaces where guests feel integrated into the atmosphere, not just as visitors but as part of the hotel's community. It’s the subtle blend of elements—such as service, ambiance, and design—that come together to create a memorable experience, making each space feel authentic and grounded in its unique location.

What grabbed your attention in the Historic Productions report?

One thing we loved was how entertainment has always been at the heart of the BDC as an experience. Over the years it’s hosted everything from royal dances to cattle fairs, and we started wondering how you could bring that kind of energy into a hotel project. This inspired us to explore the concept of the pleasure garden; Victorian-era public spaces designed for people to gather and enjoy new experiences. We’re coming at it from quite a playful, energetic perspective, because the time that birthed the building was the age of wonder, so this theme carries through to the concept.

Tell us about your concept

The pleasure garden idea sits within what we call The Aggie, which was a nickname given to the site by locals as a casual version of ‘The Royal Agricultural Hall’. In our vision, the central component of the building becomes a giant amphitheatre, with bedrooms located around the perimeter up on the mezzanine. This amphitheatre is constantly evolving and changing, hosting events and entertainment as it always has done, but with that extra hospitality element woven throughout. We’ve heard a lot of industry talk about the future of meetings and events in hotel spaces, and this is almost a way of exploring how you can approach these ideas in a new way. One of the things we’ve been very conscious of is the sense of place theme, and making sure we tie everything in with local industry, be that with the entertainment programming or the ingredients used in the F&B, but also the scalability of it all.

What’s the pitch?

We invite you to experience the vibrant energy of Islington’s Pleasure Garden at The Aggie, where history meets modern entertainment and every visit promises unforgettable moments. Join us and discover a unique urban oasis that celebrates art, culture and culinary delights of London.

Pleasure Garden at The Aggie will be revealed alongside three other visions on 27 & 28 November as part of an immersive gallery installation. Claim your free pass here for a front row seat.