Marriott International is partnering with Ian Schrager, who invented the concept of the boutique hotel 23 years ago, to create a new brand of as many as 100 hotels that will combine the personal, intimate, individualized and unique lodging experience that Ian Schrager created with Marriott’s operational expertise on a global scale.

According to Ian Schrager, the brand’s unifying aesthetic will be in its approach and attitude to the modern lifestyle rather than its appearance, with design and architecture derived from the scale, location and feel of the individual properties. “The brand will be about an attitude, about a feeling rather than a look,” he said. “Sophisticated public spaces, finishes, design and details will serve the experience not drive it. People today are sophisticated and they understand good design, quality, originality and commitment to excellence. They will not accept something derivative and they want the ethos and soul of a hotel to be authentic and have character”.

J.W. Marriott, Jr., chairman and CEO of Marriott International says about the collaboration with Ian Schrager: “Nobody has done what Ian has been able to do with his hotels time and again, and he is the perfect partner to help us create and launch a new, modern genre of hotel”.

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