Detroit’s luxury hotel awakening is set to begin with Shinola

by | Oct 10, 2018 | General News, News

Current plans call for the Shinola luxury watch brand to open its first hospitality property in the city this December

Detroit is definitely a city on the rise, an American institution that crashed and in recent years has begun to undergo a wide-spanning and long-term revival.

In the past, it might have been usual to conceive of a brand opening a luxury hotel within the city at all. Now, however, the luxury watch brand Shinola has decided on Detroit as the location of its first ever hotel property, a sign of just how far the city has come in recent years.

About the New Shinola Hotel

The 129-room hotel from the Shinola luxury watch brand will debut in Detroit in December. Two restored historic buildings—the T.B. Rayl & Co. department store and a former Singer sewing-machine store—have been joined to create this hotel. They have been bound together with three new annexes.

Shinola has teamed with the real estate firm Bedrock to create the hotel. The property will be operated by Mac&Lo and will feature a design from Gachot Studios and Kraemer Design Group. Chef Andrew Carmellini of NoHo Hospitality Group will oversee the food and beverage options. New York’s Gachot Studios has helped design the hotel. The firm has worked on Manhattans’s Smyth Tribeca Hotel, Brooklyn’s Royal Palms Shuffleboard Club, and the Marc Jacobs and Shinola flagship stores in New York and LA.

The color tones will be caramel, camel and gray as well as soft blush, deep greens and rich woods. Bath amenities will be made specifically for the Shinola Hotel. Each suite will have a Shinola Runwell turntable, priced at $2,500. Guests will sleep on 100 percent cotton, 300-thread-count bed linens from Frette.

A Continuing Trend of New Companies Entering the Hospitality Market

Detroit’s ongoing revival is not the only trend that is continuing here. As of late, many other non hotel companies have started to enter the hospitality market, meaning that Shinola’s project in Detroit is far from alone, at least in the sense of new established companies making their first entreaties into hotel ownership and operation.

One of the other most prominent examples of this is the furniture company West Elm, which is currently in the process of opening its first hotel properties in a list of cities, including Detroit, Minneapolis, Savannah, Charlotte, and Indianapolis.

To do this, West Elm Hotels is partnering with the boutique hotel and development company DDK. West Elm, part of the Williams-Sonoma, Inc. portfolio of brands, is not the first furnishings company to get into the hotel business. Crain’s reported that Restoration Hardware is planning to open a boutique hotel in the Meatpacking District of New York City.

Other non-hotel brands have also opened hotels. Bulgari has a hotel brand. As mentioned above, the luxury watch company Shinola is in the process of opening a hotel in Detroit. Restaurant chain Nobu, meanwhile, has also opened a hotel in Las Vegas.

Let’s take a look at a few other projects currently underway in Detroit:

Standard Accident Insurance Hotel

West Elm Detroit


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