Shinola — Detroit, USA
The tale of Detroit’s continuing rejuvenation is well known – this once down-and-out industrial city has recaptured the spotlight with an influx of young creatives, affordable, high quality real estate and good dose of American heritage. Of all the city’s supporters and proponents, watches and accessories brand Shinola is amongst its most vocal. Since setting up its manufacturing base in the city in 2011, the company has gone on to establish standalone boutiques in Detroit and other cities in Michigan.
The latest extension of the brand’s impact on the city, is the opening of the Shinola Hotel, a stylishly curated destination (developed by Bedrock Detroit) located on Detroit’s main shopping street, Woodward Avenue. Located within three historic buildings, including a former Singer sewing machine store and the former T.B. Rayl & Co department store, the hotel’s premises have been carefully restored and revamped for contemporary use by Kraemer Design Group. Each of its elegant 129 guestrooms, designed by Gachot Studios, feature Shinola goods exclusively made for the hotel, such as a desk clock version of its signature Runwell watch, a striped alpaca throw blanket and a candle.
Conceived as the city’s living room, Shinola Hotel brings together several new eateries and bars overseen by chef Andrew Carmellini and Noho Hospitality Group, together with retail spaces for brands like Le Labo, Shinola and several hometown favourites. Beautifully outfitted by Gachot Studios (who also designed all the food and beverage spaces) with colourful artwork, neutrally-toned furniture and nostalgic touches that hark back to the city’s rich history, the result is an inviting, convivial atmosphere that strikes a chord with both visitors and locals alike.
Whether its enjoying a quiet drink at the Evening Bar, taking in the views from the hotel’s rooftop conservatory, or taking a more festive track at The Brakeman – a well-heeled spin on the American beer hall, Shinola Hotel has all the bearings of being a celebrated meeting point for the Detroit community. Throw in hearty Italian fare from its restaurant San Morello, along with fried chicken and other comforts doled out at the more casual Penny Red’s, and it might be possible that you just won’t ever leave. §