In this exclusive Venue Profile, we got to sit down with Filipe Avillez, General Manager at TRIBE Canary Wharf, as he shared insights into the hotel’s unique approach to hospitality, its dynamic atmosphere, and the ways in which it caters to the evolving needs of today’s guests.
Could you tell us about the origins of TRIBE London Canary Wharf? What inspired its creation?
The first TRIBE was born in Perth, Australia, in 2017, founded by Mark and Melissa Peters. The brand was created to meet the needs of modern travellers, those who crave beautifully designed hotels at an accessible price point. Designed for the way people want to live and travel today, TRIBE focuses on what truly matters: intelligent, functional, and design-led spaces that provide everything guests need and nothing they don’t.
Our TRIBE is the Flagship for the brand. We opened in August 2022 as the first in the UK. The hotel was conceptualised with Ennismore in conjunction with Canary Wharf.
What distinguishes TRIBE London Canary Wharf from other hotels?
TRIBE London Canary Wharf is designed as a dynamic hub for both travellers and locals. It’s a place to live, work, and play in style. Our bold and unapologetically modern interiors create an atmosphere that is as inviting as it is inspiring. The vibrant social spaces blend functionality with curated design, offering guests a place to connect, unwind, and focus in total comfort. Whether it’s our 24-hour Grab & Go counter, our stylish co-working areas, or our all-day eatery, Feels Like June, everything is crafted to ensure a seamless experience from morning to night.
TRIBE properties are known for their unique charm. What influenced the design of the Canary Wharf hotel?
It’s all about the mix, modern design meeting playful individuality. TRIBE London Canary Wharf confidently pairs contemporary, mainstream style with bespoke statement pieces, creating a space that is both aspirational and effortlessly liveable. Every detail is considered, from the sleek, functional furniture to the eye-catching art installations. The result is a bold, energetic environment where guests can immerse themselves in a high-end experience at a fair price.
How do you ensure consistency across all TRIBE locations while maintaining a sense of individuality?
At TRIBE London Canary Wharf, we balance global influences with a deep connection to our surroundings. Strategically located in the heart of Canary Wharf, we attract business travellers during the week and leisure guests on weekends, ensuring an experience tailored to both work and play.
We also champion local partnerships, such as working with a local roaster to serve exceptional specialty coffee.
Could you tell us more about the food and beverage experience? What makes it special?
Feels Like June is our all-day dining concept, inspired by the warmth of Californian hospitality. Open from sunrise to late evening, it seamlessly transitions through breakfast, brunch, lunch, afternoon snacks, dinner, and cocktails. Whether guest are grabbing a quick bite, settling in for a leisurely meal, or meeting friends for drinks, Feels Like June offers a relaxed yet vibrant retreat in the heart of Canary Wharf. Our menu is fresh, seasonal, and packed with flavours designed to be as energising as the space itself.
How do you plan to continue innovating while staying true to the brand’s roots?
Innovation at TRIBE is about attention to detail—keeping things fresh while staying true to our bold, minimal-yet-stylish aesthetic. We’re always tuned into global trends, adapting and evolving in ways that enhance the guest experience. For instance, last year, we transformed our lobby for MCM Comic Con at ExCeL London, decorating the space with superhero figures, displaying vintage comic books, and introducing themed cocktails at Feels Like June along with superhero-inspired cookies at Grab & Go. The response was fantastic—our guests loved the experience, reinforcing TRIBE as more than just a place to stay; it’s a place to be.
What advice would you give to other hoteliers aiming to create a distinctive brand identity?
Never stop evolving. The hospitality industry is filled with limitless opportunities to surprise and delight guests, but standing out requires thinking beyond tradition. Every touchpoint matters—from design to service to the smallest details that create memorable experiences. A strong brand identity isn’t just about aesthetics; it’s about understanding your guests and constantly finding ways to exceed their expectations.
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