DEVELOPMENT |
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brand has grown from its LA roots , with more than 15 hotels globally and more on the way . The brand sits within Accor ’ s lifestyle division Ennismore , a hotel group that Accor struck a joint venture with in 2021 .
As astutely as Schrager put his imprint on the Mondrian brand , that duty now falls to Chadi Farhat , who is the brand COO of Mondrian . Farhat is no tyro to the Mondrian brand essence : he worked for Schrager and Morgans Hotel Group for five years and SBE for six .
Though there have been intervening years , Farhat has
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no intention of disrupting what a Mondrian is and will be . “ It is rooted in the same DNA as the very first property . Design , art and culture continue to be at the core of the experience ,” he said . Yet , as Farhat pointed out , the brand must adapt and “ continuously evolve ” as the years move forward — relevancy doesn ’ t mean being a relic .
Farhat said that under Ennismore , Mondrian is “ leaning into its DNA more than ever .”
The brand ’ s association with Ennismore , and by extension Accor , is , as Farhat said , “ the best of both worlds .”
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Mondrian is grouped under Ennismore aside other brands that fit the lifestyle bill , including Delano , 25hours Hotels , The Hoxton , JOE & JOE , SLS , SO / and Mama Shelter . In Ennismore , still guided by its founder Sharan Pasricha , Mondrian is part of an agile and entrepreneurial company that , as Farhat put it , “ knows how to tell meaningful stories .” In Accor , Mondrian is part of Europe ’ s largest hospitality company , a vast global network of hotels that all benefit from scale and the accoutrements of it , infrastructure , development , |
distribution , sales and marketing and more .
MONDRIAN MOMENTUM Mondrian is on a growth mission , expanding its global presence with four openings in 2023 , two in 2024 and eight more expected in 2025 and beyond . Much of the growth is happening outside the U . S ., with future openings in locations such as Australia ’ s Gold Coast , Abu Dhabi , Riyadh , Bordeaux and Tulum . Some of the destinations don ’ t jump out as necessarily conventional development sites — Bordeaux is not Paris .
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The all-day Sun and Moon bar at Mondrian Ibiza . |
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54 hotelsmag . com Nov / Dec 2023 |