Tracy created the Living Rooms concept in the 1990’s and has since opened a variety of properties in London’s thriving neighbourhoods along with the celebrated Laslett Hotel.
As the driving force behind Living Rooms and the acclaimed Notting Hill hotel The Laslett, Tracy Lowy has built a career on understanding not just how people travel, but how they want to live when they’re away from home. Her deep-rooted connection to hospitality began early. “Having grown up in the hotel business, I became fascinated by how people really want to live when they’re away from home,” she reflected. By the 1990s, she sensed London was ready for a new kind of hospitality experience – “somewhere that offered the comfort, ease and individuality of a home, paired with the service and refinement of a five-star hotel.” That vision shaped the first Living Rooms property in 1999 and continues to inform the brand’s approach today.
The Laslett, perhaps her most celebrated project, is a testament to this philosophy. Its identity is rooted firmly in the character of Notting Hill. “The vision was to capture the cultural heritage of Notting Hill… a place shaped by the neighbourhood’s history, culture and spirit,” she said. Even its name pays homage to community pioneers: Rhaune Laslett, a founder of the Notting Hill Carnival, and Russell Henderson, the Carnival musician whose legacy lives on in the hotel’s Henderson Bar. Set within five Victorian Grade II listed buildings, the property combines elegant heritage with contemporary creativity. Tracy credits the long-standing collaboration with designer Tom Bartlett of Waldo Works for achieving this balance: “The five Victorian Grade II listed buildings gave us a wonderful backdrop, and we layered in modern creativity to bring it to life. Our long-term collaboration with Tom Bartlett… was key.”
Art, culture and design collaborations have been central to The Laslett’s identity. One of the most meaningful, Tracy noted, was with the late Barry Kamen: “He had that rare ability to capture the energy of London through art, fashion, and youth culture, and bringing his work into The Laslett gave the hotel a distinct creative heartbeat.” Every guest room features an original Kamen piece, a lasting tribute to his influence. The hotel’s creative family extends further, to Bartlett, to antique curator Jerome Dodd of Les Couilles du Chien, and to artist Harland Miller, whose unmistakable Penguin Classics piece, I AM THE ONE I’VE BEEN WAITING FOR, dominates the reception. “His work is being celebrated in a recently opened Design Museum exhibition,” Tracy added with pride.
At the core of all these ventures is Living Rooms, her London-based collection of design-led hotel apartments. The concept grew from a simple but powerful ambition: “to create places that feel lived in and personal.” Comfort, privacy and individuality are the hallmarks, with each property expressing its own character. “The aim has always been the same: to make guests feel instantly at ease, as if they have arrived somewhere familiar.”
As hospitality evolves, Tracy sees guests increasingly seeking authenticity, comfort and a strong sense of place. “They value good design, but they also want comfort and ease. Technology helps behind the scenes, but the human touch matters most,” she explained. That philosophy has resulted in remarkable loyalty: “Many of our guests feel so at home in our properties they end up staying for years!”
Asked what advice she offers to those building a career in hospitality, Tracy emphasised curiosity and empathy. “Stay curious, work hard and stay close to the guest experience… hospitality is built on people skills.”
As for what lies ahead, Living Rooms will continue to grow organically rather than through aggressive expansion. “What’s next is always evolving… We are actively exploring ways to expand our apartment collection, particularly in Notting Hill, where the neighbourhood continues to inspire us.”
With a philosophy anchored in personality, place and genuine human connection, Tracy’s Living Rooms and The Laslett remain defining examples of how hospitality can feel both stylish and sincerely warm – homes not just for nights away, but for life’s many ways of living.
