A first for Oetker
In collaboration with owner-partner Reuben Brothers, Oetker Collection will transform a historic Palm Beach hotel in Florida into The Vineta Hotel.
Following the recent openings of The Woodward Geneva in 2021 and of Hotel La Palma in Capri in 2023, the latter also in partnership with Reuben Brothers, The Vineta Hotel will mark the luxury hospitality brand’s 12th Masterpiece Hotel.
Situated in the heart of Palm Beach, the hotel is located just two blocks off Worth Avenue – renowned for its designer boutiques, art galleries and coveted restaurants – and is just minutes away from the beach.
Paying homage to the hotel’s legacy, Oetker Collection will bring back the Vineta name, heralding a bold new chapter in the property’s nearly 100-year history.
With its distinct pale-pink façade, the building is a quintessential example of the Mediterranean Revival architecture for which Palm Beach is renowned.
The landmark property will be reborn as The Vineta Hotel with a top-to-bottom renovation led by Paris-based interior designer Tino Zervudachi.
The room count will also be reduced from 53 to 41, and interiors will be refreshed with a brighter colour palette and rejuvenated exterior spaces.
New facilities at Vineta
In addition to a new lounge, outdoor courtyard, and statement bar, guests can experience new dining concepts at the property’s signature restaurant, Coco’s. Executive Chef Sébastian Broda and Pastry Chef Tarek of Hotel du Cap-Eden-Roc, sister hotel to The Vineta, have signed off on the menu, which will feature newly created dishes inspired by the destination alongside guest favourites from the legendary South of France hotel’s restaurant – Eden Roc Grill, Louroc, Giovanni’s, and Les Cabanes.
“This is a monumental moment in the brand’s history as we announce our first Masterpiece Hotel in the United States,” said Timo Gruenert, CEO of Oetker Collection.
“Many of our existing guests have long visited or are residents of Palm Beach, and we therefore look forward to extending Oetker Collection’s unique hospitality ethos based on our values of family spirit, elegance and genuine kindness, to this wonderful town with The Vineta Hotel.”
Jamie Reuben of Reuben Brothers added: “We are incredibly excited to be working with Oetker Collection on The Vineta Hotel in Palm Beach – a place very close to my and my family’s heart. With Oetker Collection’s renowned and refined approach to luxury hospitality, I am confident that the hotel will become a staple in Palm Beach for generations to come.”
