The Search for Hipness in Hotels | nytimes.com

As the trendy East London neighborhood of Shoreditch emerged as the city’s hub of technology and social media companies, it was inevitable that bars, restaurants and hotels would adapt to serve the young cosmopolitan types who work at such businesses. One of the newest examples of this transformation is the Ace, the international debut of an American boutique hotel chain that has revamped a former stuffy Crowne Plaza business hotel here.