Edward Scheetz announces the launch of Chelsea Hotels
Chelsea Hotels includes Hotel Chelsea, Martha Washington, McCarren Hotel & Pool, Ruschmeyer’s and Astor Hotel, set to open in 2016. In a move that supports his vision and strategy for growth, Scheetz enrolled the pioneering design agency Pandiscio Co. to help further develop the unique identities of each property, and to create the new and powerful brand that unites them.
Located in the centre of the Chelsea neighbourhood, Hotel Chelsea, built in 1884 has fostered an intriguing array of creative talents, including Bob Dylan, Virgil Thomson, Patti Smith, Iggy Pop, Viva, Leonard Cohen, Arthur Miller and Janis Joplin among many others. Revered as a creative and cultured nexus, the Chelsea quickly became one of the most culturally significant hotels in the US, catering to a unique and diversified group of people.
Chelsea Hotels embodies a spirit that celebrates the authentic communities and individual nature of its family of five properties, some with historical significance and others with relatively new construction, all with a different look and feel yet tied together with an underlying philosophy centred on individuality, authenticity and community.
“We wanted a name that reflects what we stand for as a brand, and Chelsea Hotels does just that. In the spirit of our most iconic property, Chelsea Hotels welcomes all to become part of a community rooted in culture, creativity and shared experiences,” commented Edward Scheetz, CEO of Chelsea Hotels.
The roll out of the rebrand will begin with this month’s launch of McCarren Hotel and Pool, formerly King & Grove Williamsburg. In late August 2014, King & Grove New York will re-launch under the hotel’s original name Martha Washington, while the historic Hotel Chelsea will open in 2015, and new project Astor Hotel will open in 2016.
