Page 23 - #182 June 2023

The Madrid EDITION The Reykjavik EDITION
Madrid, Spain Reykjavik, Iceland

The London EDITION The Tokyo EDITION, Toranomon
London, UK Tokyo, Japan

38 private residences, a rooftop terrace with a pool, expansive spa and the EDITION experience in their own homes. They also recently
wellness facility, fitness centre and seven bars and restaurants including launched the EDITION Artist Series, a range of unique items crafted
Lilac by Chef John Fraser, which recently had the distinction of being by local artisans in their hotel destinations.
awarded a Michelin star. “In addition to the brand’s social channels, each individual hotel
Looking to the future, Fluhr explains that they have an exciting pipeline now has its own social media account. The content is carefully curated
for the remainder of 2023, with the company’s first hotels in Singapore to showcase not only the hotel experience but also the destination
and Mexico set to open as well as their second location in Tokyo which through the EDITION lens. People look to the brand for inspiration
is expected to launch in Q3 or Q4. This expansion will continue in the and as a guide to the locale so our teams spend significant time
years to come as their portfolio is expected to double in size by 2027. developing engaging social content featuring key brand pillars while
In addition, the first standalone EDITION branded residences are also sharing cultural happenings, both inside and outside of the hotels,”
anticipated to launch in Miami Edgewater in 2026 and Fort Lauderdale comments Fluhr.
in 2027. This interest in standalone residences from the development Away from this, the business is continually striving to improve their
community is a clear indication of the strength of the brand. sustainability practices across the board. They are removing single use
When asked what it is that initially attracts the company to new plastic from their hotels, changing to large format residential Le Labo
properties, Fluhr highlights that their goal is to continue to create a bath and body bottles in guest rooms instead of miniature ones, replacing
globally diverse portfolio of hotels and location is paramount to the the plastic key cards with wooden ones, shifting to boxed water, using
brand. “We want to be in interesting, sought-after places that in and stone paper to wrap their amenities, switching to bamboo toothbrushes
of themselves are destinations for our target audience, but we also and more. Their property teams are also focused on evaluating their
consider locations where we can help revitalise the locale – Tampa is a operational practices to identify areas to minimise environmental
prime example. Since we opened The Tampa EDITION, we have seen impact, with several of their hotels already achieving local and global
increased brand interest from Central and South America, both from the sustainability certifications for their efforts.
guest and development perspective.” EDITION hotels offer the perfect intersection and balance between
Although all the hotels look completely different from one another, luxury and lifestyle. Their guests desire sensory experiences in an
the brand’s unifying aesthetic is in its approach to modern lifestyle elevated environment where they feel part of something special, that
rather than its appearance. EDITION is about an attitude and the way is what the entire team across the business brings to life and this global
it makes people feel as opposed to the way it looks. Sophisticated brand consistency is a key component of their success.
public spaces, finishes, design and details serve the experience and with “Maintaining brand consistency on a global scale amidst our rapid
their restaurants, bars, nightlife and entertainment venues alongside expansion, doubling our portfolio by 2027 and introducing standalone
their rooftops, pools, spas and gyms, they create destinations within residences, will be our biggest challenge,” highlights Fluhr when we ask
a destination. what lies ahead and what is the greatest challenge facing the company.
Playing pivotal roles in the market today, e-commerce and “Keeping the culture, service and standards intact will be crucial in
social media are key considerations for the company and their order to avoid brand dilution. We have seen it happen with other brands
ShopEDITION e-commerce platform was created because guests so this is top of mind for the entire team moving forward as it is what
wanted to purchase products from their hotel stay to recreate makes the EDITION brand so special.”