Operations
created by local artisans from each location. Creating products around the senses can awaken a vivid memory or sensation of a moment at one of our 16 EDITION hotels around the world.”
Above top: From the Reykjavik EDITION, this carafe set is inspired by the beauty of Icelandic nature.
Above right: Cocktail vessel inspired by purple corn native to Peru, exclusive to the Madrid EDITION.
Above bottom: Guests can now return home with the rich, complex aroma of the signature EDITION Hotels scent.
Opening page: The Icelandic Wool Throw’s rich colours capture the breathtaking depth of Icelandic nature.
Dreamt up by Ian Schrager and Marriott
International, EDITION prides itself on its one-of-a- kind, location-specific portfolio of boutique venues. These are ‘hotels that do not act like hotels’, as the website states, designed to connect travellers to their destination, while still maintaining an unmistakable, high-end brand identity. And just as no two EDITION hotels are the same, so no two stays in a single property will be identical: in other words, the franchise focuses on tailoring each unique experience to each EDITION guest through personalised service and evocative sensory engagement. It is this emphasis on the sui generis experience that
informs ShopEDITION, the brand’s boutique collection that has been available in select hotel stores since 2014, and online since 2018. As Josh Fluhr, EDITION’s senior vice president and global managing director, explains, “our retail products are pieces of the brand experience designed to stimulate the senses of the hotel journey.
“Our retail products are pieces of the brand experience designed to stimulate the senses of the hotel journey.”
Josh Fluhr “We focus on the smell with the scent of our
candles, diffusers, or Le Labo bath amenities. Touch is our bed linens, signature throw blankets, and limited-edition products found in our properties
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Exciting, striking, and unexpected If engaging the memory through haptic and olfactory senses is key, the concept of lifestyling also plays an important part in EDITION’s shoppable output. “The lifestyle element is all about a mindset,” Fluhr says. “It’s a shared outlook and sensibility of how our target community lives their lives, and their passion for finding the most amazing experiences. Our hotels can manifest this lifestyle by embracing the location and the popular culture of that city, and by creating exciting and unique restaurants, bars, nightlife venues and spaces that encourage socialising.” This emphasis on lifestyling may sound familiar to
the contemporary reader – but what was the thinking behind the first store nearly 10 years ago? “When we created our first store in Miami Beach, we wanted to curate products that people would want to take away with them to remind them of their experience of the hotel – things that were easy for people to both fall in love with and take home with them”, explains Sarah Rayner, vice president operations & culture, who oversees the retail collection for all EDITION Hotels. “With this first location, we worked with a local consultant to curate a selection of products that were popular in Miami and brands that resonated with the local market. We wanted the hotel to simultaneously tempt the guests [who] were staying with us and become a destination for the local community to come and shop for things that they might not find anywhere else.” This sustainable approach – blending local culture
with a global identity – has continued to shape the ethos in EDITION’s on-the-ground stores. “As we’ve
Hotel Management International /
www.hmi-online.com
EDITION
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