Soho House Berlin has opened a new concept shop with community involvement, creativity and brand collaborations at the top of its agenda.Founded by Alex Eagle, The Store has got it all: a record shop stocked by Phonica Records and the Vinyl Factory, a vegan café, a male grooming area complete with nail bar, and a shared work space, all set amongst a beautifully curated selection of products, from high end fashion and beauty to furniture and interior accessories. The creative hub is another example of a hotel becoming a focal point in a neighbourhood. Shoreditch’s Ace Hotel and Volkshotel in Amsterdam are also tapping into this new experience by partnering with some of the biggest names in music, fashion and design. This idea of greater community collaboration allows the hotel to connect with artists and designers in the area, and work with local brands to bring new ideas to the hotels. A stand out collaboration is the Makers & Brothers Shed, offering a range of classic interior accessories chosen specifically for The Store. “We are extremely excited about this iteration of our Shed,” says Jonathan Legge, creative director of Makers & Brothers. “It is very much a refined offering, bringing forth objects of integrity with raw, genuine qualities,” . There's a new generation of travellers looking to experience a city like a local. Hotels now have to offer more than just a bed to sleep in. Guests are looking for hotels to help them get under the skin of the area, rather than making them feel like tourists. In the Protein Travel Report, our Staying Native article looks at the new breed of local hotels redefining the hospitality sector by paying as much attention to their surroundings as they do their guests.