EDITION: The Next Generation Lifestyle Hotel

    150 150 Daniel Fountain
    • 0

    EDITION Hotels marks the next chapter in the lifestyle hotel story. The new Brand was conceived by Ian Schrager in a partnership with Marriott International. It will combine the personal, intimate, individualized and unique lodging experience that Ian Schrager is known for, with the global reach, operational expertise and scale of Marriott. This delicate balancing act will encompass, for the very first time, not only great design and true innovation, but also great personal, friendly, modern service as well as outstanding, one-of-a-kind food, beverage and entertainment offerings…”all under one roof”. Each highly stylised hotel will function as a “home away from home” for leisure and business travellers. In addition, each hotel will cater to the modern day business traveller by offering functional, technologically sophisticated working environments that provide the comfort and ease of actually conducting business in an “office away from the office”.

    The heightened experience, authenticity and originality that Ian Schrager brings to this new Brand coupled with the global reach of Marriott will result in a truly distinct product that sets itself apart from anything else currently in the marketplace. It is nothing less than an attempt to push the boundaries, break new ground and take the hotel industry to a whole new level. EDITION will be completely new, different and original offering an experience never before seen in the industry. It will be the first truly global branded lifestyle hotel on a large scale, setting the standard for decades to come.

    EDITION will debut in Waikiki Beach October 2010 and will also open a property in Istanbul later this year. Planned openings are also scheduled in 24-hour international gateway cities such as Mexico City, Barcelona, Bangkok, and several other cities in various stages of development.

    EDITION responds to new emerging cultural and social imperatives. The new 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. It is an evolutionary response to the desire for a sophisticated hotel experience. This reinvented and rethought experience will now, for the first time ever, be widely accessible and available in key lodging destinations across the globe and to everybody around the world who wants it.

    EDITION is an unexpected, refreshing collection of individualised, customised, one-of-a-kind hotels that is the antithesis of an institutional “hotel chain” and a true paradigm shift in the industry. Each hotel with its rare individuality, authenticity, originality and unique ethos will reflect the best of the cultural and social milieu of its location and of the time. Although all of the hotels will look completely different from each other, the Brand’s unifying aesthetic will be in its approach and attitude to the modern lifestyle rather than its appearance. As a result, design and architecture is derived from the scale, location and feel of the individual properties rather than from contrived decorative cliches or unnecessary gestures. The Brand will be about an attitude and the way it makes you feel rather than the way it looks. Sophisticated public spaces, finishes, design and details will serve the experience, not drive it.

    Daniel Fountain / 29.07.2010

    Editor, Hotel Designs


    • 0