Frequent travelers to San Francisco may recall a central boutique hotel at 562 Sutter Street formerly known as Hotel Rex. Previously managed by Joie de Vivre Hospitality, the property had a central location near both Union Square and the Nob Hill neighborhood. Now, the hotel is being revived by Viceroy Hotels and Resorts—and it’s slated to reopen as the Hotel Emblem in early 2019 following an extensive renovation.
In a recent press release, Viceroy states that the hotel will “fuse luxury hospitality with the spirit of the Beat Generation.” After all, San Francisco was the birthplace of the 1950s cultural movement led by rebellious, free-thinking writers including Allen Ginsberg and Jack Kerouac.
Taking its cue from the Beats, the Hotel Emblem is “being reimagined to spark conversation and empower guests to think and act boldly.” An example of this will be the Writer’s Alcove, filled with books in the lobby. Also expect a cocktail lounge with a strong bar program and a coffee shop—both aiming to be a neighborhood hub in San Francisco. Nods to the Beat Generation will be found throughout the hotel design: Think poetry projection wall and mid-century modern furniture. The 96 guestrooms will also have eclectic decor that pays homage to San Francisco’s past and present.
The Hotel Emblem is owned by DiamondRock Hospitality Company and is newly a member of The Viceroy Urban Retreats, which are billed as “redefining the modern hotel experience” by having “independent spirits and bold, eccentric personalities.”