Ian Schrager and Bill Marriott Partner in New Hotel Design Concept
Marriott International is partnering with Ian Schrager, who was one of the original inventors of the boutique hotel 23 years ago, to create a new brand of as many as 100 hotels—called Edition. The hip and individualized concept is reported to have its first opening late this summer in Hawaii. According to the company website, Marriott International will enlist world-renowned architects. The upscale brand says they will address new cultural and social imperatives that have emerged from changing lifestyles and will cater to a vast underserved market of guests expecting a unique experience, not merely a place to sleep. The hotels will be located in gateway cities throughout North and South America, Europe and Asia.
Under the terms of their non-exclusive agreement, the partners will form a joint venture and divide responsibilities for rolling out the brand, with Schrager focusing on concept, design, marketing, branding, food and beverage as well as other forms of entertainment. Chairman and CEO of Marriott International, Inc. Bill Marriott will oversee the development process, and operate and manage the completed hotels.