People today are more sophisticated
than ever before, and they understand
and appreciate good design, quality,
and originality in ways that would
have been unthinkable just a few decades ago.
They will not accept derivatives, and they want
the ethos and soul of a hotel to be authentic and
have both character that’s entirely unique. They
also expect and deserve impeccable, modern and
gracious service that is both personalized and
luxurious, yet down to earth. It’s the ultimate
balancing act of these apparent contradictions
to create a hotel that is simultaneously specifi c
and customized yet universal.
This is the reason that Marriott and I
decided to collaborate on a new vision and
a plan to radically rethink the boutique hotel,
and to catapult into the present by capturing
the spirit of the times. The new brand we’re
creating reflects changing
lifestyles and caters to a
vast, underserved market of
guests who expect a unique
experience from a boutique
hotel, not merely a place to
sleep. We intend to make
this type of lodging widely
accessible and available for
the fi rst time in key lodging
destinations across the globe,
and to everybody around the
world who wants it.
I’m excited about how
quickly our concept is being
embraced, with 10 locations signed up within
six months of announcing our partnership and
many, many more in the pipeline. It’s fi tting
that Washington D.C., will be one of fi rst sites.
The hotels will average 150-
200 rooms, each refl ecting the
best of the cultural and social
milieu of its location and of
the times.
The brand’s unifying
aesthetic is its approach and
attitude to the modern lifestyle
rather than its appearance, with
design and architecture derived
from the scale, location and
atmosphere of the individual
properties. This brand is about
an attitude, about a feeling
rather than a look. Our
partnership allows us to open these hotels on
a grand scale, something that wasn’t possible
before our collaboration. I just love the scope
of it.
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