The brand, the brainchild of the new partners, responds to new cultural and social imperatives that Mr. Schrager says have emerged. This brand will reflect these changing lifestyles and cater to a vast underserved market of guests expecting and in turn demanding a unique experience not merely a place to sleep. “Together Marriott and I have a new vision and plan to radically rethink and catapult the lifestyle boutique hotel into the present by capturing the spirit of the times,” said Mr. Schrager.
“People today are sophisticated and they understand good design, quality, originality and commitment to excellence. They will not accept something derivative and they want the ethos and soul of a hotel to be authentic and have character. They also expect and deserve impeccable, modern and gracious personalized service that is at the same time luxurious yet down to earth. It is the ultimate balancing act of these apparent contradictions to create a hotel that is simultaneously specific and customized yet universal. We intend to make this type of lodging widely accessible and available for the first time in the key lodging destinations across the globe and to everybody around the world who wants it.”
The hotels will be located in gateway cities throughout North and South America, Europe and Asia. The initial list of markets to be explored includes New York, Miami, Los Angeles, Chicago, San Francisco, San Diego, Boston, and Las Vegas in the U.S.; London, Paris, Berlin, Frankfurt, Madrid, Barcelona, Milan and Rome in Europe; and Beijing, Shanghai, Singapore, Bangkok, Seoul and Tokyo in Asia. With an average size of 150-200 rooms, each of the hotels will reflect the best of the cultural and social milieu of its location and of the time. A diverse set of world-renowned architects and designers will be recruited to create one-of-a-kind buildings spanning the complete range of project types, from new construction, to conversions, to dramatic renovations.