Boutique Design - June 2017 - 42
size city we were developing in. It was a project dictated by passion rather than
any traditional hotel development strategy."
Nonetheless, the success of that first property led them to turn 21c into a
management company to expand their efforts. Fast forward to 2017, and seven
21c hotels dot U.S. secondary cities (another one is soon to open in Kansas City,
Missouri, and the company also has a property under development in Miami's
But not every hotel revolution starts so quietly-or with such modest goals.
Even the masterminds behind some of the least conventional concepts are taking
a hard look at how to use the best of corporate thinking to scale their ideas.
Take, for example, Pete Davis and Jon Staff, cofounders of Getaway-a tinycabin rental company. Their enterprise might offer micro-size products
(starting at about 160 sq. ft.), but they never set out to be a one-hit wonder.
Instead, the two Harvard alums met during their undergrad days and formed
the Millennial Housing Lab with other students, including those in design,
business and law, to develop alternative housing ideas. The idea of letting
guests test-drive the tiny-house concept made a "hotel" set-up the perfect
forum for bringing those unusual living spaces to a wider audience.
So, they knew from the time their first cabin was driven out to a site north
of Boston in 2015 that they wanted to turn their debut effort into a brand. The
boutiquedesign.com june 2017
Steve WilSon and laura lee BroWn
21c MuseuM Hotels
DeboraH berke Partners
COURTESY OF 21c MUSEUM HOTEL S ( WiL SOn and BROWn, 21c na SHViLLE);
WinniE aU (BERKE)
2 Issues such as low ceilings
and odd footprints make
adaptive reuse a challenge.
A 21c Nashville suite uses
low seating and white walls to
maximize the visual space.