On any metric, CitzenM is on a roll. Barely eight years after it launched, the Dutch group has opened properties in Glasgow, New York, Paris, Rotterdam, Amsterdam, and London, and there are plans to roll out in Paris, New York, Shanghai, Taipei, Singapore, Hong Kong and Kuala Lumpur. 

Its second London property – this time, within spitting distance of the Tower of London – is a semaphore for the group’s ambitions to cater to a mass market (there are 370 rooms), without straying far from its DNA of quirky but grown-up sense of humour.

The Amsterdam-based architects and interior designers Concrete have staged a set-piece stuffed with Vitra classics – think Panton and Eames – alongside vintage riding books, piles of coffee-table books, digital artwork, a floating light installation, and limited edition art by the likes of Brit photographer Paul Cox and Dutch artist Barbara van den Berg. 

The best views in the house from the wraparound terrace and cloudMBar look out over a mix of historical landmarks, not the least of which are Tower Hill, Tower Bridge, The Gherkin and The Shard. 

Should that novelty ever pall, there’s always retail therapy: the travel accessories, art, books and designer tchotchkes scattered through the hotel are all for sale.