Generator Stockholm — Photo by Generator
Generator Rome — Photo by Generator
Generator Amsterdam — Photo by Generator

London, UK -- Generator, the cutting-edge European lifestyle brand responsible for leading the hostel revolution, announces the opening of three new properties: Generator Stockholm and its bar Hilma; Generator Amsterdam and its club Oosterbar; and Generator Rome. These consecutive, milestone launches, round out the company's portfolio to include 11 destinations in Europe.

In its quest to continue to provide true native experiences at each location, Generator is opening up their food and beverage venues, and other on-property programming to locals in respective communities. Beginning with Hilma and Oosterbar, and continuing across existing units, this new initiative will bring like-minded travelers and locals together to create a unique social experience driven by design, art, music, food, drink and entertainment.

With this new direction, Generator also recently appointed celebrity chef Luke Thomas to spearhead menus across the collection. Starting with Hilma, Thomas will work with chefs at each hostel to create authentic and sharable food offerings, focusing on dishes inspired by each city's street fare.

"Generator redefined the shared accommodations sector, and transformed the industry as we know it," said Fredrik Korallus, Chief Executive Officer, Generator. "We are thrilled to offer our unique concept in these three world class cities, and connect our global traveler with even more exciting experiences."

Stockholm, Rome, Amsterdam, and the addition of new bars and restaurants across the portfolio are an integral part of the company's robust expansion efforts. 2017 property openings include a city center location in Madrid and the brand's US debut in South Beach, Miami.

Generator Stockholm— Photo by GeneratorGenerator Stockholm— Photo by Generator
Generator Stockholm— Photo by Generator

Generator Stockholm and Hilma at Generator Stockholm

Hallå Sweden! Generator Stockholm is located in Stockholm's city center at Torsgatan 10 and includes edgy bar and restaurant Hilma. In a prime location, dubbed the heart of Europe's Silicon Valley, the new hostel and Hilma have attracted the traveling and local stylish, creative, and technology elite.

At Hilma, guests will find global dishes with a Scandinavian touch from local Chef David Gard, and a rotating program of entertainment, including DJs, poetry readings, and more. The space, named after Swedish painter Hilma af Klint – a pioneer in the abstract movement – was designed by renowned Swedish architect firm Tengbom. The interior reflects the painter's brilliant use of color, and has a number of surprising details and features, including a screening room for two and walk-in safe converted into an operating tattoo parlor.

The 233-room, 796-bed property borders Norra Bantorget Square and is near Stockholm's Central Station as well as Drottninggatan, a bustling pedestrian thoroughfare lined with shops, galleries, boutiques and world-class restaurants. In addition to Hilma, unique accommodations and distinct social spaces include:

  • Ground floor lobby with lounging areas that can be used as communal work space, and an all-day café and bar featuring breakfast, lunch, and dinner
    • Lounging areas feature working tables and abundant charging outlets
  • An oversized studio apartment featuring a bedroom, kitchen, living room
  • Four versatile meeting rooms and convertible event spaces to accommodate groups up to 150
  • Rates start from $30 for a bed per night in a shared room and $90 per night for a private room
Generator Rome— Photo by GeneratorGenerator Rome— Photo by Generator
Generator Rome— Photo by Generator

Generator Rome

Also newly opened, Generator's arrival to this major European hub will disrupt the city's hostel and boutique hotel scene with its upscale shared accommodations. Centrally located on Via Principe Amedeo in the Esquilino neighborhood near the colorful Mercato dell'Esquilino, the 75-room, 174-bed property provides convenient access to notable attractions like the Roman Colosseum and Termini Station. An array of churches, parks, bars, cafes, and pizzerias line the surrounding streets, which are some of the oldest in the city. On-property features include:

  • A rooftop terrace with panoramic views of the Apennine Mountains and ancient Roman aqueducts
  • An open layout lobby programmed with live music and local art, including a mural by famous Italian street artist Luca Maleonte
  • A café and bar with the freshest Italian produce and communal tables enabling family styling dining just like the locals – when in Rome!
  • Rates start from $28 for a bed per night in a shared room and $88 per night for a private room
Generator Amsterdam— Photo by GeneratorGenerator Amsterdam— Photo by Generator
Generator Amsterdam— Photo by Generator

Oosterbar at Generator Amsterdam

Following the March 2016 opening of Generator Amsterdam, the 168-room, 564-bed property recently launched, Oosterbar, a club located in the building's basement, the former boiler room of what was the University of Amsterdam's science department. Its original tiles combined with a new dramatic metal piping sculpture, other raw and industrial-chic elements, and intimate lighting create an energetic nightlife vibe.

Guests can expect diverse DJ programming including special one-off performances, live acoustic acts, comedy shows, and international themed music nights ranging from hip hop and R&B to bass, house and elective to disco. The space will also feature exhibitions with local, emerging artists and fashion designers.

About Generator

Voted by Fast Company as one of the top 50 Most Innovative Global Companies, Generator is one of Europe's fastest-growing hospitality brands, located in the most central locations across Europe including Dublin, London, Copenhagen, Hamburg, Berlin, Venice, Barcelona, Paris, Amsterdam, Stockholm, Rome, Madrid, and Miami Beach. The award-winning Freehand Hotels, now operating under Generator, has properties in New York City, Chicago, Los Angeles, and Miami Beach.

Pioneers of affordable luxury and masters of the social experience, all Generator and Freehand properties include a range of room types from shared to private bedrooms, chill-out areas, bars, cafes and a variety of spaces available for private hire - from street facing or basement exhibition spaces to penthouse suites and rooftops. The successful concept begins with the award-winning interior design; continues with the locally inspired, carefully curated events and the extraordinary food and beverage offerings; concluding with the best night's sleep in our bespoke beds in shared or private rooms.,

NJF PR for Generator