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.
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