Neo-luxurians: Hotel group brings a touch of glamour to innovation districts

San Francisco – Proper Hotels, a new lifestyle luxury brand, is aiming to bring a touch of old-world glamour to innovation districts around the world.

Positioning itself as a luxury hotel deep in the heart of boutique land, Proper Hotels will add a touch of the grandiose to areas defined by the dissident underground spirit of Ace Hotel or 21c Museum Hotels.

‘Our well-travelled, well-educated, creative-minded customers grew up with the wave of boutique hotels and now they’re looking for something high-end,’ says Proper Hotels co-founder Brian De Lowe.

Starting with the 135-room San Francisco Proper, a reconstruction of the historic, flat-iron-style Renoir Hotel located near the offices of technology giants Square, Twitter, and Zendesk, Proper Hotels will open its Austin hotel in mid-2017, before expanding into Hollywood, Brooklyn, Santa Monica and Napa Valley in the near future.

For more on luxury brands evoking a revivalist, cinematic feel, read our Golden Age design direction.