The 302-room Mondrian Singapore Duxton opened on September 1 . |
A rendering of a guestroom at Mondrian Hong Kong , opening in the fourth quarter of 2023 . |
It ’ s not by chance but part of a concerted effort , Farhat said . “ We say that Mondrian hotels are found at the heart of the world ’ s most exciting cultural scenes and that doesn ’ t always mean opening in fully realized , hot spots . We often find ourselves ahead of the curve ,” he said .
Consider Doha , the capital of Qatar , where Mondrian Doha opened in 2017 , well ahead of large-scale events , such as the FIFA World Cup , held in Qatar , in 2022 . “ You get to shape a destination and become part of the draw , introduce it to the world and be a member of the community from the start ,” Farhat said of the hotel .
Several factors have led to Mondrian ’ s international growth path , as outlined by Farhat . These include the brand ’ s design ethos , that Farhat said is “ well-known ” the world over . The Mondrian brand grew out of the designs of famed designer Philippe Starck , who combined with Schrager on many of the early Morgans Hotel Group properties .
Farhat said that the brand has also been able to “ keep pace ” with the acceleration of culture and where it is headed next . Mondrian ’ s affiliation with Accor and Ennismore gives it a global pedestal that it did not have before , allowing it exposure to new markets and development partners .
Mondrian is also an adaptive brand , one that can be realized either through conversion or new development . The Reuben Brothers-owned Mondrian
|
Shoreditch London , for example , opened in summer 2021 , a transformation of the former Curtain hotel . In New York , Mondrian Park Avenue was a conversion of an office building and is now owned by Global Holdings Management Group . “ It ’ s one of the more flexible brands within the [ Ennismore ] portfolio ,” Farhat said .
Mondrian is also adapting itself to offer a residential component . Mondrian Gold Coast , in Australia , will be the brand ’ s first branded residences when it opens next year . The hotel will be adjacent to a 25-story residential tower and Farhat said the residences sold out three years before its opening . Similarly , the Tulum hotel , Mondrian ’ s second in Mexico , after Mexico City , will also have residences . “ Interest in our branded residences captures the demand for the Mondrian vision ,” Farhat said . “ The hotels are known for being immersive and visionary and a residential component allows residents to tap [ into that ].”
The Mondrian brand has come a long way since its 90s LA debut but has worked to retain its original sensibilities while not eschewing new ones .
“ Its originality drove a sea change in hospitality and is always a point of reference that speaks volumes when promoting the brand anywhere in the world ,” Farhat said . “ But it ’ s no longer all about any one property . The brand is greater than the sum of its parts and that ’ s a very healthy place to be .”
|
||
Nov / Dec 2023 hotelsmag . com 55 |