|The current Ambassador East in Chicago.|
Ian Schrager had enough with today's "design hotels." So he has created his own new brand in defiance of it. Meet PUBLIC: confident, self-assured, genuine and free of tricks and gimmicks, which will drive the hotel industry in a new direction, Schrager insists. Word is
Schrager, who is known for such endeavors as the Morgans Hotel and Studio 54, is now "anti-design and anti-flash, suspicious of the 'wow factor' and completely 'sick of slick.'" What to expect? Pared down edited design. The first? PUBLIC Chicago, a transformation of the iconic Ambassador East.
Schrager says the brand is the hotel industry's answer to the 'cross-shopping' phenomenon that has exploded in the retail marketplace. "In today’s world, the bargain hunter elite seek out value and affordability when purchasing a quality product, while traditional budget conscious consumers are trading up for that same great quality product. PUBLIC, appealing to both types of consumers will have an unexpected new mix of guests and hit the market’s bull’s-eye."