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Marriott's New 'Edition'January 29, 2008 By: Travel Agent Central Contributor Travel Agent
Edition will be the name of the new Marriott boutique brand to be developed in tandem with veteran hotelier and industry icon Ian Schrager. So far, nine properties have been announced, but Marriott says there could eventually be 100 Edition hotels worldwide. The first Edition is slated to open in Paris in 2010 with Madrid, Costa Rica, Miami, Washington, D.C., Chicago and Scottsdale, AZ, to follow.
The choice of Edition as the name signifies that each hotel, though similar in style, would be designed to fit the tenor of the local area, Schrager told The Washington Post. "Each city, each location will be its own separate edition. Bill Marriott, chairman and CEO of Marriott International, shared Schrager's enthusisam. "It's a magical combination," Marriott said of the unlikely pairing of the two, Schrager a T-shirt and jeans guy; Marriott prone to red ties and dark suits. "Each hotel will be a new Edition, a modern genre of hotel that only Ian Schrager can create."
An Edition hotel will average between 150 and 200 rooms, and Schrager will lead the effort on concept, design, marketing, branding and food and beverage. (DE)