The Detroit-based watch company is a fundamental entity within the city. Founded in 2011, the humble watch company built its first factory by transforming 30,000 square feet of unused space inside Detroit's historic Argonaut Building. A brand built on quality, hard work, and the spirit of Detroit, the ambitious company sought out to create a space that would promote their community. Pushing beyond the retail space, the long-awaited Shinola Hotel opened its doors on January 2, 2019. In collaboration with Bedrock Detroit for their urban development and revitalization specialities, and Gachot Studios for their design expertise, the hotel pays homage to Detroit's rich downtown architecture.    

With Kraemer Design Group acting as the Architect of Record and Historical Consultant for the project, the hotel occupies five buildings along historic Woodward Ave. Two of the five buildings include the iconic Singer Building and 1400 Woodward which played an integral role in shaping downtown Detroit's architectural history. The goal for the brand, according to Shinola's creative director Daniel Caudill, was "to restore the two buildings to their original look and feel, ensuring these structures would shine in a new century."

From the custom leather and wood furnishings to the hotel's interior and exterior paint job, the team at Shinola went to great lengths to design a hospitality experience unlike any other. To Shinola's CEO, Tom Lewand, the hotel isn't about selling the product, it's about consumer experience. “When you have someone that’s coming to stay with you for a night, or even a few hours while they dine, you have an opportunity to engage with the customer on a more in-depth basis than you usually can in a store,” Lewand says. “That’s what brand experience is about. It’s a lot more than a watch on your wrist or a leather bag over your shoulder. It’s about an experience and emotional connection.”

The hotel features 129 guest rooms complete with restaurants and bars placed throughout the space. The hotel also features a custom event space, ballroom, retail shops, and an alley filled with other retail businesses whose mission falls along with Shinola's. A beautiful stairway leads guests from the lounge and lobby areas to the guest rooms. Their guests can relax while looking through the large arched windows overlooking the downtown. The hotel also features an upstairs conservatory and a biergarten. 

Beyond its lavish amenities and comfortable interiors, Shinola is one of many retail brands who's taken a progressive approach to consumer experience with their brick and mortar locations. Similar to Nike, Apple, and other retail giants, brands are finding that the future of staying relevant with their consumers is through creating a sense of community within the cities they live in.