The Social Hub

Name: The Social Hub
Brand: Netherlands
Availability: OutOfStock

Since 2012 : Where Journeys Meet and Communities Grow

Born in Amsterdam in 2012, The Social Hub originated as The Student Hotel, a pioneering venture by founder Charlie MacGregor that merged student housing with short-term hotel stays. It was a space where students could live, travelers could sleep, and ideas could flow freely.

By 2022, the concept had matured into something far bigger. A €5 million rebrand transformed The Student Hotel into The Social Hub, signaling a shift from niche student lodging to an inclusive hospitality model designed for people at every stage of life. The new tagline, “Whatever your journey, it starts here,” captured its purpose: to connect, inspire, and provide flexible living, working, and social spaces.

Concept & Experience

The Social Hub is a pioneer in hybrid hospitality, blending hotel rooms, student residences, coworking hubs, event venues, fitness centers, lounges, and even retail under one stylish roof. It’s designed to attract an eclectic mix of residents, digital nomads, entrepreneurs, and locals, making every lobby feel like a cultural crossroads.

Community is at the heart of the brand. Each location hosts a vibrant calendar of networking sessions, cultural classes, art exhibitions, and wellness workshops, featuring over 6,000 events annually, coordinated by a network of 200 community ambassadors. Stays are as flexible as the concept itself, catering to one-night city breakers, semester-long students, and freelancers seeking a productive desk for the day.

Brand Identity & Design

The Social Hub’s visual identity is bold, playful, and instantly recognizable, developed in collaboration with creative heavyweights like HALAL Studios, 72&Sunny, and Studio Dumbar. The “Open Doors” campaign captures the brand’s spirit of inclusivity, showing how diverse life journeys converge under one roof.

Interiors are equally inviting. Industrial architecture softened with warm, eclectic furnishings, communal lounges, and multi-use spaces that adapt seamlessly from coffee chats to evening talks. Every location feels both global and local, a design-forward space that hums with connection and possibility.

Where to find

As of 2024–2025, The Social Hub boasts between 21 and 23 locations across Europe, with addresses in Amsterdam (two properties), Berlin, Paris, Madrid, Barcelona, Florence, Bologna, Glasgow, San Sebastián, Porto, Rome, Vienna, and beyond.

Growth is an integral part of the strategy. By 2025–2026, new openings are planned in Florence Belfiore, Rome, Porto, Lisbon, and Turin, with ambitions to expand the network to between 30 and 50 hubs. Each property is strategically chosen to immerse guests in the heart of vibrant, well-connected neighborhoods.