In much the same way that Ford helped forge the robust Motor City of decades past, the high-end watchmaker and luxury goods manufacturer Shinola has been linked to the resurgent spirit of today’s Detroit. Almost from the start, part of that can-do mix—with its emphasis on bringing industry back to a city in decline—has been a hotel. “We were eager to show what the world of Shinola looks like, feels like, and smells like on a more immersive level,” says Shinola creative director Daniel Caudill. “A hotel offers luxury, comfort, and a little bit of escapism. There was no better challenge for us.”
To realize that vision, the brand turned to local firm Kraemer Design Group, which served as architect of record and historic consultant, and New York-based GACHOT, the creative trust behind some of its flagship stores. The brief: “to convey the high level of craftsmanship and detailing that defines Shinola,” says partner Christine Gachot. “We set out to design an environment that would serve as a hub of energy.” The project merged two historic downtown buildings that, thanks to an addition of a skybridge, link to three new annex structures. Besides 129 guestrooms (a wealth of Shinola goods were made especially for the rooms, such as a desk clock version of its Runwell watch and turntables), the hotel features several F&B spaces, including the southern Italian-inspired San Morello restaurant from Andrew Carmellini’s NoHo Hospitality Group; an intimate bar tucked behind the lobby; and a relaxing mezzanine outfitted with a pool table, books, and board games. Further, NoHo is responsible for the casual Brakeman beer hall and the adjoining fried chicken joint, Penny Red’s, a retro-inspired diner-meets-food truck, crowned by a private event space and rooftop conservatory.
Warm caramel and camel tones, as well as materials like oil-rubbed bronze, sensuous leather, and oak furniture, impart a refined vibe in tune with the robust architecture of the historic buildings. “We took some of our favorite moments and reinterpreted them in subtle ways throughout,” Gachot says. For example, the designers molded the terracotta tile from the old T.B. Rayl & Co.’s department store façade and recast it as plaster for the ceiling of the rooftop event space, while a single deep blue paint chip from the Singer sewing machine building found on the construction site became a talisman of sorts, reoccurring as a custom hue in rugs, casegoods, and sofas.
Gachot cites other favorite touches that are guaranteed to delight, like an abundance of fireplaces (seven in total, with three dotting public spaces and the rest found in two penthouses and two specialty suites) and the aforementioned Evening Bar, accessible via a discreet passage off the spacious and eclectic living room lobby lounge. “[The bar’s] curved ceilings are covered in gold plaster, its walls are lined in panes of etched glass, and the lighting itself was designed by French lighting designer Herve Descottes of L’Observatoire International, so everyone’s going to look amazing,” she says. “It’s a space that stands as a testament to the local craftmanship, and it will be such a surprise to guests and locals alike.”
For Caudill, that’s the whole idea. “Shinola is centered around community,” he says. “Creating a space where people can come together was very important to us. We put a lot of thought and energy into our products, and our work on the hotel was no different. It’s the ethos of our brand, and we hope visitors will feel welcomed and learn a bit about this incredible city we’re lucky enough to call home.”
