PHOTO: Proper Hotels will launch in San Francisco in late 2015 (Photo courtesy of Thinkstock)
A new hotel brand, Proper Hotels, is aiming to blend luxury with a boutique feel, focusing on culture, innovation and design in locations that celebrate mixed-use environments, or "innovation districts."
Conceived by founder and former Viceroy Hotels CEO Brad Korzen, Proper Hotels-launched today-honors districts that combine residences and commercial buildings and create an environment that is both culturally sound and keeps some elements of the classic grand hotels intact.
The brand, which will open its first property in San Francisco in late 2015, celebrates entrepreneurs, startups and creative minds, including those who grew up with boutique hotels before they began taking off.
To say Proper Hotels is inclusive of many types of people and demographics would be putting it lightly. Innovation districts-and the idea behind Proper Hotels-trace back to the 1950s or so and extends to today's traveler.
The upcoming San Francisco hotel is set within the historic Renoir Hotel in the Mid-Market neighborhood, which once was a vibrant and eclectic hotspot that was part of what created San Francisco's character: free, liberating and tech-centric. The area has seen better days, but Proper Hotels sees potential in Mid-Market, claiming it's "more than ready for its renaissance" on the brand's website.
San Francisco Proper will feature 135 rooms, the Renoir Hotel's timeless lobby, three restaurants and an indoor/outdoor rooftop restaurant and bar opening up to the San Francisco skyline.
Given Proper Hotels' focus you may be able to guess where the brand's second property will be based: That's right, Austin.
Specifically, the Austin Proper Hotel-slated to open in mid-2017-will be located at the Green Water Treatment Plant development, a neighborhood that has come to life and added even more character to the city's 2nd Street district.
As the brand website notes, "Once thought of as a sleepy college town and the Texas outpost for hippies and cowboy poets, Austin has evolved into a thriving creative hub for music, food, technology and ideas."
Austin Proper will be a 35-story modern high-rise offering 250 hotel rooms and 120 luxury residences, as well as two rooftop swimming pools and several food and beverage outlets. Even the hotel's views will incorporate it all: the Colorado River and the Texas Hill countryside, as well as the city below where the popular SXSW festival takes place.
In terms of design, Korzen has enlisted the help of his wife Kelly Wearstler, whose design concepts were a major draw to Viceroy Hotels. Wearstler's work combines vintage and modern design aspects while staying true to-and drawing inspiration from-the local environment.
Proper Hotels is also looking into building properties in Los Angeles, Santa Monica, Brooklyn, Miami and the Napa Valley.
For more information, visit www.properhotel.com.
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