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January 30, 2008

Schrager’s Edition Naming and Branding Already a Classic

It’s official, contrary to a recent article in the NY Post, Ian Schrager will not be naming his new line of boutique hotels after himself.

Instead, the new name for the upscale chain he is creating with Bill Marriott will be Edition and is set to offer serious competition for Starwood’s W brand, currently the lead in boutique hotel space.

chicagoedition-thumb.gifLook for hotels in Paris, Madrid, Costa Rica, Miami, Washington, Chicago and Scottsdale, as well as two in LA.

Andrew Calvo calls the new name genius. Each hotel will have a Town Edition, so travelers will see them as LA Edition, Costa Rica Edition and so forth.

New York seems to be in the cards and the chain should grow to 100 Editions worldwide. I think this is interesting brand naming and melds the idea of upscale hotels with the boutique concept, which until now has targeted the business traveler looking for something special.

No word yet on the logo or tagline, but from what I see so far, you can already book me a room!

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Posted by William Lozito at January 30, 2008 7:35 AM
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