Pharrell Williams’ new hotel aims to make guests happy in Miami
The Goodtime Hotel showcases a reimagined Art Deco design aesthetic
World-famous musician and record producer Pharrell Williams has collaborated with the likes of David Grutman, Morris Adjmi and Ken Fulk to open The Goodtime Hotel.
An all-star team has joined forces to launch a one-of-a-kind lifestyle hotel in Miami Beach.
An escapist, transformative atmosphere
Pharrell Williams, the American musician behind hits like ‘Happy’, ‘Can I Have It Like That’ and ‘Number One’, has partnered with entrepreneur David Grutman of Groot Hospitality to create their first collaborative lifestyle hotel brand. The Goodtime Hotel promises to treat guests to ‘an escapist, transformative atmosphere through its reimagined Art Deco aesthetic, which unwinds over nearly 100,000 sq ft of public space’.
To deliver the project, which involved transforming a full square block between 6th and 7th Streets on Washington Avenue, Williams and Grutman worked with real-estate developers Michael Fascitelli and Eric Birnbaum of Imperial Companies. They also brought onboard architect Morris Adjmi, designer Ken Fulk and landscape architect Raymond Jungles to help realise their vision of creating a unique marquee concept in Miami Beach.
Happy pursuits and relaxed escapism
It’s envisaged that the property will ‘promote ‘an active, balanced lifestyle of equal parts happy pursuits and relaxed escapism, all within an everything-at-your-fingertips tropical oasis’, resulting in a perfect spot for both hedonistic revelry and laidback rest and relaxation.
“We want The Goodtime Hotel to impart a feeling of both revitalisation and that rare, exciting thrill that takes over when you discover something special,” said Williams. “It’s that adrenaline-fuelled sensation of entering a whole new setting and a whole new mindset. This place will provide a natural good time, for all who come through.”
“My first hotel needed to break the mold,” added Grutman. “I wanted to provide the 360-degree Groot Hospitality experience that our other venues are known for, but I also wanted to add more. This is about providing a getaway within a town that’s already known as a vacation spot.
“When you arrive at the hotel, and walk through our doors, it becomes a full-on experience. When you’re at The Goodtime, we want you to feel like your worries and anxieties have been left outside. I am proud to have worked closely with Pharrell, Michael, Eric and Ken Fulk on bringing this hotel to life.”
Design inspired by the past
The Goodtime Hotel’s corrugated façade, spacious atrium, Art Deco plasterwork and hand-painted hothouse murals are intended to call to mind the opulence and nostalgia of times gone by, albeit in a property designed for contemporary travellers.
The property’s 266 keys include rooms with queen beds and a handful of suites; each guestroom features leopard-print benches, bespoke bedding, custom drapes, Ortigia bath amenities and even a signature pink rotary dial phone. Moreover, the carpet in the corridors outside has been woven with mock wet footprints, reflecting Miami Beach’s playful charm.
In terms of F&B, Grutman’s Strawberry Moon – a restaurant and 30,000 sq ft pool club – serves up Mediterranean fare and specialty cocktails for lunch and dinner, all while showcasing Fulk’s design concept influenced by mid-century Caribbean and Central American resort towns. There’s also 45,000 sq ft of ground-floor retail, a gym and the Library, a sociable space suitable for everything from casual business meetings to coffee and cocktails.
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