Shinola to diversify into the hotel business

Detroit’s Shinola brand, whose handcrafted, trendy watches and bicycles manufactured in what has been an economically depressed area have been all the rage, is getting into the boutique hotel business.

Shinola/Detroit LLC and Bedrock Real Estate Services LLC are repositioning a former hardware store and more recent wig factory into the 130-room Shinola Hotel in downtown Detroit, scheduled to open in fall 2018, according to Crain’s Detroit.

The developers will work with New York-based restaurant company NoHo Hospitality Group for F&B. New York-based Gachot Studios will design the interiors and Detroit-based Kraemer Design Group is the architect.

Shinola President Jacques Panis said plans call for mixed use on the hotel’s first floor with retail, restaurant and a living room area. There will be several bars on different floors to layer the experience and guest rooms will occupy the second through eighth floors. Meeting space will also be part of the plan.

The developers also plan to activate the alley space behind the hotel with retail and food and beverage options. The hotel will be located on one of the downtown blocks that is being transformed with retail and restaurants.

The developers added that they have no plans for additional Shinola hotels at this time, but added they could grow it into cities that are on point with the Shinola brand.

Shinola Hotel, Detroit