Ian Schrager’s Cuddly New Hotels

Ian Schrager has mellowed. Sign Up For Our Daily Newsletter Sign Up Thank you for signing up! By clicking submit,

Ian Schrager has mellowed.

Sign Up For Our Daily Newsletter

By clicking submit, you agree to our <a href="http://observermedia.com/terms">terms of service</a> and acknowledge we may use your information to send you emails, product samples, and promotions on this website and other properties. You can opt out anytime.

See all of our newsletters

The maniacal Studio 54 founder (and ex-con!) who pioneered the boutique hotel thinks the whole scene is over. As he prepares to launch his new Public brand of hotels, one of a handful of new ventures, it will be anything but boutique, he explains to The Journal.

“It’s not about being a stylish hotel,” he said. “It’s really trying to get away from the iconic over-the-top blow-the-customer-away kind of design that people are sick of. It’s become a Frankenstein monster and being replicated by companies who don’t understand the purpose.”

Apparently drawing inspiration from Apple and–gulp–Trader Joe's, Mr. Schrager said he is seeking to carve out a new “essential services” collection. Sounds like all substance and no style, with slick tech and mango strips in every room. “What I did before was based on exclusivity, and this is inclusive,” he told The Journal. “This is for everyone that wants it.”

How utterly un-Ian.

mchaban@observer.com :: @mc_nyc

mchaban [at] observer.com | @mc_nyo

Ian Schrager’s Cuddly New Hotels