For some luxury hotel companies, stepping into the realm of more accessible, lifestyle-oriented accommodations is an alluring and practical way to diversify their collections. Here are three thoughtfully conceived spinoff brands to look forward to.
Hotel June
It was only 2017 when the first Kelly Wearstler-designed Proper Hotel arrived in San Francisco, quickly followed by locations in Santa Monica and Austin. Still, Proper Hospitality cofounders Brian De Lowe and Brad Korzen are already tackling their next venture, the laidback 250-room Hotel June.
In addition to an approachable price point that will help make it “the ‘every visit’ hotel,” says Patrick Pahlke, vice president of commercial at Proper Hospitality, Hotel June’s aim is “to capture the quintessential feeling of being in Southern California, bringing a summer sensibility to our guests year-round.” Opening this month on the Westside of Los Angeles, it will showcase a young, active, cheerful personality to reflect De Lowe and Korzen’s “deep-rooted love for California,” Pahlke points out. (Discussions to expand Hotel June beyond its home state are in the works.)
Situated in a revamped Welton Becket-designed building, local firm Studio Collective is behind the interiors, with the objective to “respect and celebrate the building’s true midcentury aesthetic and balance that with a bit looser, playful California spirit,” says design director and partner Christian Schulz. Guestrooms will incorporate color-blocking and feature elements like custom rift-cut solid white oak armoires, daybeds wrapped in coastal blue upholstery, and tables topped with speckled terrazzo.
Janu
Since its founding in 1988, retreat-style brand Aman Resorts has been synonymous with luxury, building glamorous hideaways in some of the world’s most intriguing locales. After listening to loyal guests over the years, it became clear there was room for an addition to the portfolio—an option with the same design, service, and wellness values as Aman, yet with a focus on social inclusion and mindful seclusion under one roof.
Janu will debut in 2022, first in Montenegro, with a design by Toronto- and New York-based Yabu Pushelberg, followed by properties in Tokyo and Al-Ula, Saudi Arabia, all regions with existing or upcoming Aman properties. “We want to spark human interaction again,” says Aman’s chief operating officer Roland Fase, singling out activities like wine pairings and group meditation that will elicit moments of conversation and togetherness. “Janu’s core guest will be drawn to opportunities for self-exploration, inspired by purpose and the lively energy of others,” he adds.
As Yabu Pushelberg founding partner Glenn Pushelberg puts it, “Janu is Aman’s younger, more animated brother.” Although it will flaunt more vibrant gathering places and “layered experiential components” than Aman, he continues, a “sense of privacy remains uncompromised.” Adds founding partner George Yabu: “Janu offers the Aman experience with a bit of zest; there’s a frisson of excitement over the possibilities of who you might meet.”
Patina Hotels & Resorts
Fari Islands, Pontiac Land Group’s forthcoming resort development in the Maldives, will unite a trifecta of hospitality brands, including the Ritz-Carlton, Capella Hotels & Resorts, and newcomer Patina Hotels & Resorts, around a marina and beach club. The latter, a socially minded concept from Capella that puts sustainability and community at the forefront, was spawned by guests’ “ever-evolving desire to travel ethically and consciously,” says CEO Nicholas M. Clayton.
After it debuts in the first quarter of 2021, Patina will roll out in Ubud, Bali, and Sanya, China—cities that are already home to Capella properties. With a bigger room count, Patina will be rooted in art, music, wellness, and culinary collaborations to resonate, Clayton says, with “those who seek meaningful connections with both themselves and the world around them.”
For Patina Maldives, Fari Islands, Marcio Kogan’s São Paulo-based Studio MK27 embraced materials such as stone, brick, and ceramic latticework in the 90 beach villas and suites. Architect Renata Furlanetto, who co-led the project, notes that the relationship between the natural surroundings and the architecture is an honest one, illuminating “low volumes and pure lines.” The buildings, she adds, are organized by a “hierarchy of textures and coverings—the trees and [their] shadows, the pergolas, the wooden decks—that creates a gentle transition between open and closed spaces.”
Photo and renderings courtesy of the Ingalls, Aman Resorts, and Capella Hotel Group
This article originally appeared in HD’s June 2020 issue.
