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Morgans, New York Ian Schrager’s Morgans introduced the world to the boutique hotel sector, with Andrée Putman’s chequerboard patterns becoming an iconic interior motif for the 1980s.
The Royalton, New York Philippe Starck’s debut hotel project contained early hints of his playful aesthetic, combining boutique lifestyle and luxury elements with tongue-in-cheek sensibilities.
W Hotels As a younger demographic entered the market, Marriott and designer David Rockwell developed a brand emphasising social spaces and a Whatever/Whenever service philosophy.
1983
1988
1999
THE CLASSICS
architecture. Not to everyone’s taste, but that
When Sleeper debuted in 1999, momentum had
was exactly the point.
Since then, the industry has seen a long wave of growth with only a minor correction in 2018-
been building for some time in the hotel sector
From Ed Tuttle’s Amanpuri (1988) to Christian
19. The COVID-19 virus outbreak looks to be the
as maverick hoteliers pushed the boundaries.
Liagre’s furniture at the Grace Leo-designed
next major crisis, with several groups including
For independents, design was increasingly seen
Hotel Montalembert (1989) in Paris, the value
IHG and Hilton downgrading their forecasts for
as a way to differentiate themselves from the
of design was gaining traction. Other must-sees
the current year.
perceived sameness of the so-called cookie-
of the time included Hôtel Costes (1991) also
During the previous two decades, hotels
cutter chain hotels.
in Paris; The Hempel (1996) and Metropolitan
became a respected asset, and, as such, the
Blakes London (1978) was arguably ahead
(1997) both in London; The Standard Hollywood
industry saw several major changes that have
of its time, and soon came others. Andree
(1999) and Mondrian Los Angeles (1996) both in
all served to encourage ideas from the fringes
Putman’s chequerboard patterning at Morgans
California; the first Ace Hotel in Seattle (1999);
of hotel design to permeate the mainstream.
(1983) and two from Philippe Starck in Royalton
and Babington House (1999), the first property
(1988) and Paramount (1990) defined a new era
from Nick Jones, founder of the members’ club
SHIFTING MODELS
for Manhattan, as well as the wider market.
Soho House.
An early catalyst for this sea change was a
Starck’s use of oversized and tongue-in-
Overall, the last two decades have been kind
dramatic alteration to the business model for
cheek aesthetic sensibilities were already in
to the world of hospitality, with the travel
larger hotel groups, with the move towards
evidence, and the movement was such that a
sector outperforming the general economy.
an asset light approach seeing the operator
hospitality services business known as Design
Hotel performance closely correlates with GDP,
separating from the property owner. Colloquially
Hotels was set up in Sausalito, California to
and has therefore followed its cyclical nature
known as the Opco Propco model – wherein the
cater for this new audience. Across the pond,
and been subject to its shocks. The terrorist
company is divided into two, the former owning
meanwhile, husband-and-wife team James
atrocities of 9/11 in 2001 produced sharp
the real estate assets with the latter using these
Lohan and Tamara Heber-Percy launched Mr.
declines, so too the SARS virus in Southeast Asia
to drive sales – the strategy allowed hotel
& Mrs. Smith, kickstarting the British wave.
(2002-3) from which the region bounced back
groups to concentrate on what they do best –
By and large, hospitality projects of the time
relatively quick. The second Gulf War began in
looking after guests – whilst leading owners
followed a minimalist, monochrome aesthetic
2003 and continued for most of the following
and operators to recognise the potential impact
and were juxtaposed by something quirky
decade, during which time the global financial
to bottom line that thoughtful design could have
– art pieces, striking furniture, theatrical
crisis of 2007-8 occurred.
on their portfolio.