"The father of the boutique hotel" delves into a new business model.
Having paved the way for boutique hotels in the 80's, chains like Citizen M, the Standard, or the White Hotel have subsequently taken Mr. Shrager's original concept and transformed it into an affordable product for the masses.In reference to his new brand, Mr. Shrager says it "may well represent the revitalization of the hotel concept itself and another worldwide wakeup call for the entire industry."Mr. Shrager announced that he will also turn his attention "upscale bargain hunters" through the creation of a new brand appropriately labeled "The Public".The first property will be the 285-key Chicago's Ambassador East scheduled to be lanched this fall.Mr. Shrager stated in his press release that “the idea behind the boutique, as I saw it, was meant to touch people emotionally and viscerally and offer guests a truly unique experience."Mr. Shrager also states that "the idea has been lost with the huge number of watered-down versions. I want to bring it back in an updated version and elevate it to a cultural experience for the modern day traveler. These travelers now expect truly unique experiences, and not merely a place to sleep. The Public will punctuate this with great value and service as well."In reference to his new brand, Mr. Shrager says it "may well represent the revitalization of the hotel concept itself and another worldwide wakeup call for the entire industry."
