Hotel Emblem to reopen in early 2019

George Sell By George Sell
19 September 2018 | Updated 19 September 2018

US: Viceroy Hotel Group will reopen its San Francisco boutique hotel Hotel Emblem in early 2019 following an extensive renovation.

The 96-room property, formerly Hotel Rex, has had a refurbishment and rebranding inspired by the Beat Generation.

New features will include a cocktail-focused lounge, lobby with a book-filled Writer's Alcove, and "stylishly eclectic" guestrooms.

Hotel Emblem is located at 562 Sutter Street, at the confluence of Union Square and Nob Hill, close to Jackson Square, the "historic and culturally rich epicentre of the Beat Generation". The hotel is owned by DiamondRock Hospitality Company and is a new member of The Viceroy Urban Retreats collection.

"San Francisco is one of the most diverse and extraordinary cities in the country, and it is our goal with Hotel Emblem to reflect and tell the story of its distinct character and expressive history," said GM Brad Busby. "Every detail, from the symbolic name choice to the dramatic, purposeful design, is an expression of the pioneering nature of the city and its people. We are honoured to debut Hotel Emblem next year as one of the most authentic and dynamic new destinations for drinking, dining, culture and accommodations in San Francisco."

The design of Hotel Emblem's lobby and public areas is led by San Francisco-based design firm Wilson Ishihara. Hatch Design Group has been charged with revamping the 96 guest rooms.

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