Lobby living: Fashion store opens inside hotel

‘We wanted it to be the ultimate hotel shop,’ says Humberto Leon, co-owner of Opening Ceremony, who will stock the store’s shelves with a range of items an Ace guest might need, from specialty toothbrushes to Proper Attire condoms. A number of atypical souvenirs have been thrown in, too. ‘We’re looking at snacks, like the best gummies from France and the best chips from London,’ Leon says.

Ace Hotel is the hospitality-industry benchmark for smart brand collaborations, as we demonstrate in our Innovate case study on the hotel group. This latest example also highlights the growing need for hoteliers to expand their offering, opening up the lobby space to create new retail ventures that appeal to a discerning guest.