Rebrand for room2 Short Stay Apartments
Windmill Road Hometel now called Second Nature
The new signage is already in place at the Chiswick venue. Picture: ChiswickW4.com
|
July 9, 2026
The short stay apartment building in the centre of Chiswick has been rebranded from room2 to second nature.
Lamington Group has drawn a line under a decade of trading as room2, unveiling a full rebrand of its Hometel portfolio under the new name.
Founded in Hammersmith, Lamington introduced the Hometel concept in 2016 as a hybrid model combining the flexibility of apartment living with the service and atmosphere of a hotel. The idea proved influential, particularly among guests seeking longer stays, home-style amenities and a more relaxed relationship with check-in and check-out routines. But as the company expanded, and as expectations around sustainability and responsible development sharpened, the leadership felt the original name no longer captured the scale or purpose of what they were building.
From this month, the room2 sites, also including those in Southampton and Belfast, have officially transitioned to the Second Nature identity. Everything guest-facing—from signage and uniforms to in-room materials and digital channels—has been updated. Future openings, including the York Hometel scheduled for May 2027 and planned developments in Cambridge, Leeds and Shepherd’s Bush, will all launch under the new brand.
Chief executive Robert Godwin told the industry press that the rebrand marks a natural progression. “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay,” he said. “The room2 name belonged to the business we started. Second Nature reflects the business we’ve become.”
That evolution centres on what Lamington calls its Five Cares, a framework guiding long-term decisions about materials, energy use, waste management and the wider impact of each development. Sustainability remains a core principle, but the company now describes it as “the baseline” rather than the ambition. The goal, they say, is to ensure comfort never comes at the planet’s expense—and that every detail, from construction to daily operations, is handled with precision.
Lamington currently operates more than 300 rooms, with plans to expand to 2,000 in the near future and an ultimate target of 5,000.
Like Reading Articles Like This? Help Us Produce More This site remains committed to providing local community news and public interest journalism. Articles such as the one above are integral to what we do. We aim to feature as much as possible on local societies, charities based in the area, fundraising efforts by residents, community-based initiatives and even helping people find missing pets. We’ve always done that and won’t be changing, in fact we’d like to do more. However, the readership that these stories generates is often below that needed to cover the cost of producing them. Our financial resources are limited and the local media environment is intensely competitive so there is a constraint on what we can do. We are therefore asking our readers to consider offering financial support to these efforts. Any money given will help support community and public interest news and the expansion of our coverage in this area. A suggested monthly payment is £8 but we would be grateful for any amount for instance if you think this site offers the equivalent value of a subscription to a daily printed newspaper you may wish to consider £20 per month. If neither of these amounts is suitable for you then contact info@neighbournet.com and we can set up an alternative. All payments are made through a secure web site. One-off donations are also appreciated. Choose The Amount You Wish To Contribute. If you do support us in this way we’d be interested to hear what kind of articles you would like to see more of on the site – send your suggestions to the editor. For businesses we offer the chance to be a corporate sponsor of community content on the site. For £30 plus VAT per month you will be the designated sponsor of at least one article a month with your logo appearing if supplied. If there is a specific community group or initiative you’d like to support we can make sure your sponsorship is featured on related content for a one off payment of £50 plus VAT. All payments are made through a secure web site. |