First Bob W short-stay apartments in UK open near Tower of London


7 December, 2021 – The property will be our first to open in London, with two further opening in 2022. 

Bob W is a tech-driven hospitality provider offering a smarter alternative to hotels and short-stay rentals. Backed by top real estate investors and venture capitalists, we currently operate in Finland, Estonia, Spain and the UK with plans to expand further in Europe. Our Tower of London property, opening for the new year, is our first of multiple properties to open doors in the UK; a further City of London property near St. Paul’s Cathedral is opening in 2022 and one is under construction in Whitechapel.

The Tower of London neighbourhood

Aside from sustainability and design inspired by the neighbourhood, a prime location in a cool area is something you can expect whenever you sleep with Bob, no matter the city. Bob W Tower of London is located in the oldest and most historic part of London – the City of London. The area contains iconic sights such as the city’s Roman wall, the Tower of London, one of the biggest global financial centres, and much more. The city is what it is today partly thanks to the arrival of Coffee House culture in the 17th century. This neighbourhood is where history and modern life come together to create a balanced contrast. 

“The design concept for Bob W Tower of London was inspired by the historical Coffee House culture, which was responsible for what the city has become. The colours and textures are taken from the interior elements of those coffee houses remaining in the area.”  – Camilo Torres, Senior Interior Architect at Bob W

A four-storey brick property 

Our real estate team is constantly seeking properties from partners who share our quality standards. For that reason, we’re thrilled to have secured this building on Great Tower Street.

“Thanks to this property’s excellent location, guests can experience London’s top attractions as well as authentic life within The City, neighbouring Whitechapel, Shoreditch, and beyond.” – Benjamin Russell, Director of Real Estate at Bob W.
Artist rendering of Bob's Tower of London concept

About Bob W

‍Bob’s exceptionally cool apartments cater to the 21st-century traveller who wants it all: the consistent quality of a hotel and the authentic flair and affordability of a short stay rental. We combine the best of both worlds in our eco-friendly properties in Europe’s most interesting neighbourhoods. Backed by Europe’s top real estate investors and venture capitalists including NREP, Tesi, Kaamos, and byFounders, we’re building the technology to give every guest a local, contactless five-star experience at scale. Check out our 60-second intro video for more. 

Bob W is actively expanding in London and select European markets, so if you have relevant properties in mind, our real estate team wants to hear from you at

For Bob W press pack, images, assets, and more visit

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