Viceroy Hotel Group creator and former CEO Brad Korzen, along with partners Brian De Lowe and Alex Samek, has launched new brand Proper Hotels, with the first property to open this year in San Francisco.
The brand’s proposition is to offer “bespoke hospitality experiences with a modern approach to centuries-old traditions”.
Korzen commented: “Back in the late 19th and early 20th century, every great city had a grand hotel. These hotels were as much a part of the city’s identity as its monuments and museums.”
“They were destinations for travellers and gathering places for locals. They were where things happened. Although times have changed, we love what these old world institutions stood for and we think it’s a great time to expand on their legacy.”
Brian De Lowe, president and co-founder of Proper Hospitality commented: "Iconic design. Impeccable service. Thoughtful details. These are the things that once made hotels special.
“We want to bring that specialness back through a new brand of ‘proper hospitality’ that specifically caters to our generation of well-heeled travellers.
“Sometimes, we will update long-lost traditions. Other times, we will take current ones and turn them completely on their heads. But our main focus is on delivering culturally relevant and enriching experiences, without sacrificing service or the occasional pampering.”
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The first Proper Hotel will be San Francisco Proper, a 135-room boutique hotel scheduled to open in quarter four 2015 in a newly-renovated historic building in the centre of San Francisco’s mid-market neighbourhood.
It will feature three chef-driven restaurants on the ground floor, as well as a restaurant and bar on the rooftop with views of the San Francisco skyline.
The interiors will be inspired by the historic flat-iron building and the surrounding area and will be designed by Kelly Wearstler Interior Designs.
San Francisco Proper also will announce a series of local partnerships including creative collaborations with brands, institutions and individuals in the Bay Area.
Austin Proper is also under development and is scheduled to open in 2017. Further properties will open in emerging urban innovation districts in cities such as Los Angeles and Brooklyn.
Each Proper Hotel will reflect of the surrounding community. No plans for Middle East hotels under the brand have been confirmed yet.
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