Staying at this much-hyped new hotel was not so much a case of Rough Luxe - more one of rough luck.

First, the idea behind the nine-room hotel on a Georgian terrace within sight of King's Cross station: to create a rough version of luxury in which “physical comfort is not as important as the intellectual and human exchange”. That is according to Rabih Hage, the owner and designer, who believes that this is an important new trend in travel.

“Half rough, half luxury,” says the mystifying website. “A little bit of luxury in a rough part of London. A little bit of rough in a luxurious London.”

Well, it certainly did not feel as if “physical comfort” was all that important on my stay. To start with, I could hardly sleep because of the traffic noise of Euston Road. When lorries were not clattering by, buses were revving their engines. When buses went quiet, ambulances and police cars shrieked past - all to the accompaniment of irate drivers jamming horns.

Myhotel Bloomsbury, London WC1

You can't fault the location, service and ambience of this trendy boutique hotel

BACKGROUND

• Rough Luxe, King's Cross, London, WC1

• Renaissance Chancery Court Hotel, London

Related Internet Links

• More reviews of London hotels

My room was tiny, just big enough for the admittedly comfortable bed, with a shower-room not much bigger than a telephone box. A shelf above the minute sink meant that you had to aim carefully when brushing your teeth. To reach the window I had to leap over the bed.

I could not get the television - a small cube attached to a bracket by the shower-room wall - to tune in properly.

The style of the hotel is incredibly odd. Instead of decorating the walls in the traditional manner (with paint), the owners have left many stripped down so you can see the various colours that they have been painted in the past. Add to this a collection of unusual modern art, including a picture of Gilbert & George in the reception, and the use of old wine crates for bedside tables, and there is a definite “look”.

“They kind of went for a squatters' look,” explains the charming receptionist-manager, who adds that clientele from the building's previous incarnation as the Number One Hotel still occasionally knock on the door. “Guys with girls. They ask if they can rent a room for an hour,” he says matter-of-factly.

If the walls of Rough Luxe could talk, I think to myself at one point during my restless night (staring at the turquoise and caramel scraped paint), they would have to be censored.

I have no doubt that some trend-setters will love this place, and it is certainly an experience. But for me the bizarre picture on the wall of the breakfast room - where I was served excellent toast, coffee and a fresh juice - got the overall feel of the hotel spot on: “This Is S***.”

Bottom line Rooms from £135

Best thing Leo, the manager

Worst thing Euston Road noise

Need to know Rough Luxe (020-7837 5338, www.roughluxe.co.uk), 1 Birkenhead Street, London WC1H 8BA

Room 1 out of 10

Service 9.5 out of 10

Food 8 out of 10

Value 2 out of 10

Score 5.13

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