Sincerely, BLLA
As the boutique hospitality industry continues to evolve, staying informed is critical for executives navigating new opportunities. At BLLA, we bring...
October 30, 2024 – 4 min read
As the boutique hospitality industry continues to evolve, staying informed is critical for executives navigating new opportunities. At BLLA, we bring you the latest stories each week in our BOUTIQUE WEEKLY newsletter, designed specifically for boutique hotel executives seeking a competitive edge.
Here’s a glimpse of what we’re covering in this week’s edition:
From Air Mail: English property investors Reuben Brothers are shaking up New York’s hospitality scene with billion-dollar investments in hotels and private clubs. Jamie Reuben, who spearheads this U.S. expansion, describes their ambition to create the “LVMH of real estate.” Speaking about his vision for the Upper East Side, Reuben added, “It’s all about having the right type of property.”
The Reuben Brothers have invested $6 billion in the U.S. market over the past six years, and Reuben has a clear approach: “I was spending more time here, I opened an office, then Covid hit. I remember seeing an article saying New York is dead. So I told my dad and uncle this is the time to invest, and they gave me the confidence to do so.”
Their first project, the Surrey Hotel, reopens this week, with a new design by Martin Brudnizki inspired by mid-century Parisian aesthetics. Reuben emphasizes his commitment to quality, choosing anchor tenants such as Khaite and Giorgio Armani to set the neighborhood’s tone. Reflecting on his role in reshaping the Upper East Side, Reuben admits he’s both “confident and nervous.”
From Cool Hunting: The Experimental Group’s latest project, the Regina Experimental Hotel, bridges Biarritz’s surf culture with classic elegance. Perched atop a coastal cliff with views of the Atlantic, the Belle Époque property has been transformed into a five-star hotel that celebrates both history and luxury. “The moment I saw it, I fell in love,” says Romée de Goriainoff, cofounder of Experimental Group. “The Belle Époque style is grand yet soulful, and being perched on the cliffs with that view? It’s just magic!”
Known for blending modernity with history, Experimental Group brought in designer Dorothée Meilichzon to create the colorful interiors. De Goriainoff explains, “We wanted people to feel at home but also to feel like they’re somewhere extraordinary.” Reflecting Biarritz’s unique culture, the property also features Frenchie, an on-site restaurant by chef Gregory Marchand that’s dedicated to regional ingredients. “It’s not Basque cuisine, but a cuisine of Basque products,” de Goriainoff explains, showcasing a thoughtful nod to local flavors.
From L’Officiel: As members-only clubs proliferate worldwide, exclusivity is becoming a key feature of boutique hospitality. Seth Alexander Thévoz, author of Behind Closed Doors, notes that while classic clubs are highly discreet, “the demand to join a club in general is sky-high.” Recent openings in New York reflect this trend, including Robin Birley’s Maxime’s on Madison Avenue, which opens next year. Designed for a modern, sophisticated crowd, Maxime’s brings Birley’s London legacy to the Upper East Side.
The club concept is also booming globally, from Mumbai and Kolkata to Hong Kong and Singapore, where establishments like the Tollygunge Club carry echoes of British colonial-era clubs. In New York, where exclusivity reigns, Aman New York offers a $15,000-a-year membership with a $200,000 sign-up fee, while Casa Cruz provides a sophisticated dining experience within its Upper East Side townhouse. “A successful club is filled with interesting people with some sort of common taste, purpose, or hobby bigger than themselves,” says Thévoz, emphasizing the importance of curation over wealth.
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