It has been 11 months since ground was broken on the Shinola Hotel in Downtown Detroit. Detroit-based real estate firm Bedrock and Detroit-based watch company Shinola have just released new renderings of the forthcoming project. Expected to be completed in late 2018, the hotel will fit into two existing buildings and additional new infill buildings along a quickly-developing stretch of Woodward Avenue in Downtown Detroit.
New York-based Gachot Studios and Detroit-based Kraemer Design Group worked together on the design, which includes 130 rooms and ground-floor retail. Rather than a completely new structure, the hotel is being built into two existing buildings, 1400 and 1416 Woodward Avenue, with three new infill buildings connecting and extending the footprint of the two. When completed, each of the interlocked buildings will maintain a varied material and color palette along the street facade to better match the surrounding city fabric.
Bedrock has been responsible for some of the most ambitious recent development in Downtown Detroit. Co-founded by Detroit native and Quicken Loans owner Dan Gilbert, Bedrock is the developer behind the proposed 52-story SHoP-designed tower, which is scheduled to break ground this week.
Shinola is also well known in Detroit for its Detroit-first business model. Initially started as a watch company, it now produces leather goods, bicycles, and, most recently, audio equipment. Shinola has been vocal about bringing small industry back to Detroit and providing jobs for the city’s residents. Additionally, the leather and many of the components for Shinola products are made in the United States and assembled in the company’s Detroit factory.
The company has not been without its critics. Some have pointed out that since the watches are made with inexpensive quartz movement, instead of self-winding mechanical movement, they are decidedly overpriced. Others have noted that the Texas-based parent company of Shinola simply chose to open shop in Detroit for marketing reasons. In 2016, the Federal Trade Commission also had something to say about the company’s marketing, ordering it to stop using the phrase “Where America is Made,” as certain watches it sells are made of materials produced 100% outside of the United States.
Despite these criticisms, the company has been praised by the likes of Barack Obama and Bill Clinton, who have both purchased watches. Shinola has also played a role in shaping Detroit by opening a leash-less dog park, and donating four large building clocks to the City of Detroit, to be installed at cultural institutions.
Ironically, the retail space of the new hotel is not planned to include a Shinola store. Even so, when the project opens in approximately one year, there will be no mistake about the lifestyle and brand the company is promoting in America’s Comeback City.