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I was reading in Time magazine that Ian Schrager, who created the first truly trendy and chic hotels, is pulling a Madonna (reinvention) on us....
He’s now spearheading a project he’s calling “the antithesis of hip.” It’s a completely redone Gramercy Park Hotel that won’t resemble the hotels we have come to instantly associate with him.
It’s a response to what he sees as the omnipresence and over-accessibility of hip. Schrager calls his new style "eclectic bohemian" and feels it will speak to the growing market of retiring baby boomers. The question is, Can a man whose personal brand is synonymous with hip be taken seriously in his new venture?
I think Schrager will be successful in his new endeavor. He is a proven brand in the hotel industry. His hugely successful hip and trendy boutique hotels spawned many copies (the Gotham Group, W Hotels, etc). Clearly one of his brand attributes is visionary.
I think anti-hip just might be the new hip. Time will tell.
What do you think?
Technorati tags: Ian Schrager hotels
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Comments
How many travelers care about hip or anti-hip? As a former travel writer, most of my readers cared about a comfortable room, good food, good location and good service. Now that's hip in my book.
Posted by: Lewis Green | 08.10.06
There's probably a market that cares about hip (or anti-hip, in this case). But that seems a fickle market -- since by it's very nature it's a market that's constantly evolving....like, well, Ian is doing with his business.
In either case, it seems that all of the points Lewis mentions -- comfortable room, location, service, etc. -- need to be hit in addition to the hip or anti-hip factor.
One question: Just what *is* "eclectic bohemian," anyway?
Posted by: Ann Handley | 08.10.06
It sems to me that this is another effort to see into the wants and expectations of the baby boomers. It will be a great market for those who figure it out -- so it may be worth the risks to test their tastes:-) Thanks for the post.
Posted by: Ellen Weber | 08.10.06
I agree. Schrager's anti-hip will probably become the new hip.
Lewis, you say "Most of my readers cared about..." That's the problem. Too many people go for 'Most of.' Instead, sometimes it is more beneficial to target the insatiable appetites of the niche. 'Most of's will be perfectly happy with most of the other hotels.
Posted by: DUST!N | 08.11.06
Ian schrager is genius, but accomplished. Fulfilled within his own label, the only way for him to sustain the "feeling" he gets out of his work, is to go across the board. There are only few that get "it", and this field trip should be umpressive to follow.
Posted by: alea | 12.15.06