There was a post-millennial rush for the most high-profile brands – Versace, Bulgari, Armani, Missoni – to jump on the “fashion hotel” bandwagon. Some succeeded spectacularly…others not so much.
Perhaps the next wave will be more “boutique” brands, as evidenced by the upcoming Shinola Hotel in Detroit – which also happens to be the beloved watch and accessories brand‘s home city. Slated to open in December (though as precedent has enlightened us, don’t necessarily count on that), it is spread over two historic buildings, the onetime T.B. Rayl & Co. department store and a former Singer sewing-machine shop. Interiors by Gachot Studios riff on that that history.
Boasting 129 rooms, it’s meant as a decidedly social affair – with an Andrew Carmellini lobby restaurant, mezzanine lounge and verdant conservatory. And dedicated “living room” spaces were conceived to lure locals in for the purpose of just hanging out, and meeting guests – giving travelers the full, immersive Motor City experience (expect to come across at least one person who’s been spinning techno since the’90s). Local Detroit gallery Library Street Collective sourced all the art for the hotel.
With creatives leaving the coasts for the reasonable rents and the sense of possibility that Motown currently offers, expect the Shinola Hotel to be the city’s new media HQ as soon as its doors swing open.