WEST HOLLYWOOD— A new boutique hotel, The Hollywood Edition, is being set in motion this spring due to a $260 million fund that developers have received.
The Witkoff Group, which has completed projects such as the Park Lane Hotel, Devonshire House, Hilton Cabana in Miami Beach as well as many other projects will construct its first West Coast location for the Edition Hotel brand, including hotel and residential condos, according to a Marriot hotel news bulletin.
The Edition brand, which is a collaboration of Marriot’s “lifestyle hotel stories,” will feature trendy boutique hotels in various spots of West Hollywood. Jones Lang Lasalle, the closing broker, will help to finance and build 20 condos at Sunset Boulevard and Doheny Drive.
Other rumored spots that developers are interested in includes a 149-room hotel at the former House of Blues building and on top of the Hustler Store.
Other amenities included in the project will be swanky nightlife, trendy restaurants, set alongside the boutique hotel experience, as well as rooftop pools.
According to the Los Angeles Times, the hotels will compete with the now-standing, W Hotel, SLS Beverly Hills and the Standard.
Ian Schrager, the inventor of the boutique hotel experience and former owner of Studio 54 collaborated with Marriot to create the boutique hotel experience-something that was once an afterthought but is now big business for many larger hotel brands.
As a result, Witkoff looks to Schrager for his perspective. “There’s not a design decision that gets made without his input. It’s the lighting controls, it’s everything. I’m going to use the word obsessive, but I mean it in a positive way,” Witkoff told the Los Angeles Times.
According to a press release from Marriot hotel, the EDITION will be the West Coast’s first flagship and is set to open to the public in 2018.
“An EDITION hotel in West Hollywood is a key element in our brand strategy. Our EDITION brand is growing momentum on a global scale, and we are delighted to work with The Witkoff Group as partners in bringing this fabulous new hotel to a fantastic destination,” said Arne Sorenson, Marriott International’s President and Chief Executive Officer.
Canyon News has reached out to Witkoff and Ian Schrager for additional feedback about the construction and are awaiting further commentary.