🎨 ATP Leads Manager

Project Overview:
HQ Detroit Hotel & Spa is a full renovation transforming the historic Park Avenue House hotel into a 174-room smart lifestyle property. This marks the debut of the HQ Hotels & Residences brand in the United States, a joint venture between sbe Entertainment and Wyndham Hotels. The project will feature restaurant concepts from Disruptive Restaurant Group, a café, spa facilities, and delivery service options. Positioned as a lifestyle-focused hospitality offering, the property aims to blend technology, wellness, and contemporary design when it opens in late 2026.

Developer / Operator Profile:
sbe Entertainment Group is a global lifestyle hospitality company founded by Sam Nazarian, operating hotels, residences, restaurants, and nightlife venues. Known for brands including SLS, Delano, and Mondrian, sbe has partnered with Wyndham Hotels & Resorts to launch the HQ Hotels brand. Wyndham is one of the world’s largest hotel franchising companies with approximately 9,000+ properties globally. The HQ brand targets millennial and Gen Z travelers seeking affordable luxury with tech-forward amenities. Disruptive Restaurant Group, also affiliated with sbe, will handle F&B concepts, bringing their expertise in contemporary dining experiences.

Design / Delivery Team:
Both the interior design firm and architect of record have not been publicly disclosed at this stage. Given sbe’s past collaborations, likely candidates could include firms such as Yabu Pushelberg, Philippe Starck, or other designers within sbe’s established network. The design brief will likely emphasize smart technology integration, wellness amenities, communal spaces, and Instagram-worthy moments consistent with lifestyle hotel trends.

Capital / Financing Context:
Project budget and financing details have not been disclosed. Given the scale (174 rooms) and scope (full renovation with spa, restaurant, and smart technology integration), the investment likely ranges between $30-60 million. Financing could involve a combination of sbe/Wyndham corporate investment, local Detroit economic development incentives, and potentially private equity partners familiar with lifestyle hospitality conversions. Detroit’s ongoing downtown revitalization may provide tax abatements or other municipal support.

Likely Decision-Makers / Contacts:
Key decision-makers likely include executives at sbe Entertainment Group (development/design/brand divisions), Wyndham Hotels development team, representatives from Disruptive Restaurant Group (F&B design), and the project developer once identified. Critical contacts would be sbe’s Chief Development Officer, VP of Design & Construction, and Wyndham’s franchise development leadership for the HQ brand. Local Detroit development authorities or property ownership groups may also influence procurement decisions.

Why ATP.art May Be Relevant:
As a smart lifestyle hotel targeting younger, design-conscious travelers, HQ Detroit will require distinctive art and design elements that reinforce brand identity and create shareable moments. ATP.art’s expertise in hospitality art curation, digital/interactive installations, and technology-integrated art experiences aligns well with the HQ brand positioning. The property’s spa, restaurant, public spaces, and guestrooms all present opportunities for custom art programming. sbe’s track record of investing in bold, experiential design makes them a receptive audience for innovative art solutions. Additionally, the Detroit location offers opportunities for local artist collaborations and community engagement through art.

Suggested Outreach Angle:
Position ATP.art as a strategic partner for creating the signature art experience that differentiates HQ Detroit from competitors and establishes the brand’s visual identity in its first US market. Emphasize case studies from other lifestyle hotel renovations, particularly those incorporating smart/interactive elements. Highlight ability to work within construction timelines for late 2026 delivery, and offer a discovery session to map art opportunities across spa, F&B, lobby, corridors, and guestrooms. Consider a Detroit-focused angle emphasizing local artist engagement and community storytelling through art, which could generate positive PR for the brand launch. Target outreach to sbe’s design and development leadership, with secondary outreach to Wyndham’s HQ brand team.

Sources / Research Gaps:
Primary source is the boutique hotel industry announcement. Significant gaps remain: actual project developer/owner identity, architect and interior designer, detailed budget and financing structure, construction timeline and phasing, specific smart technology features planned, detailed F&B concepts, spa operator, and key personnel contacts. Additional research needed through local Detroit news sources, permits/filings, sbe press releases, Wyndham investor materials, commercial real estate databases, and LinkedIn networking to identify project team members.

**Project Overview**

PUBLIC West Hollywood represents the conversion of the iconic former Standard Hotel on Sunset Boulevard into a 137-room luxury lifestyle hotel. The project involves a full renovation designed by renowned British minimalist architect John Pawson. Key amenities include three F&B outlets, a pool, and a signature 16,000 sq ft open-air rooftop terrace offering 360-degree views of Los Angeles. The property maintains the site’s cultural relevance on the Sunset Strip while transforming it under Ian Schrager’s PUBLIC Hotels brand. Scheduled for April 2026 opening, this marks PUBLIC’s expansion into the West Hollywood luxury lifestyle market.

**Developer / Operator Profile**

Ian Schrager is a legendary hospitality pioneer who co-founded Studio 54 and invented the boutique hotel concept with properties like Morgans Hotel and the Royalton in New York. He later created the W Hotels brand for Starwood before founding Ian Schrager Company. PUBLIC Hotels is his most recent brand, launched to offer luxury lifestyle hospitality at accessible price points, with existing locations in New York, Chicago, and globally. Schrager is known for his design-forward approach, cultural programming, and ability to create socially vibrant hotel environments. His company operates with a relatively lean structure focused on design excellence and brand experience rather than mass expansion.

**Design / Delivery Team**

John Pawson serves as both architect and interior designer for the project. Pawson is internationally acclaimed for his minimalist aesthetic, with notable projects including the Design Museum in London, Jil Sander stores worldwide, and Calvin Klein’s flagship store in New York. His hospitality work includes hotels and monasteries, where he employs principles of simplicity, proportion, and light. This collaboration with Schrager represents a meeting of two design philosophies: Schrager’s theatrical, socially-driven hospitality and Pawson’s serene minimalism. The general contractor, construction manager, and other key delivery partners have not been publicly disclosed.

**Capital / Financing Context**

No budget or financing details have been disclosed. Ian Schrager Company typically structures deals with a mix of proprietary capital and institutional partners, often involving ground leases or asset-light management agreements. Given the high-profile location on Sunset Boulevard and the full renovation scope of a landmark property, the project likely involves significant capital investment. The Standard Hotel’s previous ownership structure and acquisition details for this conversion have not been made public. Potential financing partners, lenders, or investment partners remain undisclosed.

**Likely Decision-Makers / Contacts**

Key decision-makers likely include Ian Schrager himself, who remains actively involved in design and brand decisions across PUBLIC properties. John Pawson would control architectural and interior design specifications. The PUBLIC Hotels executive team would include leadership in operations, design & construction, F&B, and brand management. Specific names and contact information for the West Hollywood project team, project managers, purchasing managers, or FF&E procurement leads have not been identified. The Ian Schrager Company and PUBLIC Hotels corporate offices would be primary contact points.

**Why ATP.art May Be Relevant**

This project presents multiple opportunities for ATP.art given the design pedigree and brand positioning. John Pawson’s minimalist aesthetic often incorporates carefully curated art as integral architectural elements rather than decorative additions. Schrager’s properties historically feature significant art programs that support the cultural narrative and social experience. With three F&B outlets, expansive public spaces, 137 guest rooms, and a prominent 16,000 sq ft rooftop, there are numerous placement opportunities. The West Hollywood location and Sunset Strip context suggest a sophisticated, culturally-aware clientele that would appreciate museum-quality art. The PUBLIC brand’s positioning as accessible luxury means art procurement may seek high-impact pieces at various price points. The conversion timing (April 2026) suggests procurement decisions are being finalized now.

**Suggested Outreach Angle**

Position ATP.art as a strategic partner for the West Hollywood property’s art program, emphasizing alignment with both Pawson’s minimalist design language and Schrager’s cultural brand positioning. Lead with case studies from similar luxury lifestyle hotels where art enhanced guest experience and brand storytelling. Offer a curated proposal for key public spaces (rooftop, lobby, F&B venues) that complements Pawson’s architectural vision while creating Instagram-worthy moments that drive social engagement. Emphasize flexible acquisition models (purchase, rental, rotating exhibitions) that align with project budget and brand strategy. Request an introduction meeting with the project’s design lead and brand team to present a tailored art strategy. Timing is critical as FF&E procurement is likely in late stages for April 2026 opening.

**Sources / Research Gaps**

Primary source is the boutique hotel industry publication announcement. PUBLIC Hotels website (publichotels.com) provides brand context but limited project-specific details. Key gaps include: project budget and financial structure; general contractor and construction manager; PUBLIC Hotels executive team contacts and organizational structure; specific project team members (GM, design & construction lead, purchasing); FF&E procurement process and timeline; art consultant involvement (if any); detailed design renderings or specifications; ownership structure of the property; and total investment amount. Additional research needed through hospitality construction publications, Ian Schrager Company press releases, building permits, commercial real estate databases, and direct outreach to PUBLIC Hotels corporate office.

MAJOR DISCOVERY: Waterline contains 1 Hotel Austin (Barry Sternlicht’s eco-luxury brand) on the lower floors. This creates THREE separate art opportunities in one building:

1. HOTEL (1 Hotel Austin): Eco-luxury brand known for biophilic design and nature-inspired art. Studio MAI (LA-based, James Beard-nominated) designing hospitality interiors.

2. RESIDENTIAL (33 floors): Luxury apartments with two pools on 41st floor, lounge, bar, kitchen, coworking. Michael Hsu Office of Architecture (Austin’s most acclaimed designer) handling interiors.

3. OFFICE: Marketing underway for tenant improvements.

Art needs: lobbies, hotel rooms, residential common areas, 41st floor pool decks, restaurants, fitness, spa, and 74 stories of corridors. 1 Hotels brand specifically emphasizes natural materials and commissioned art.

Company relevance: Lincoln Property is one of the largest RE firms in the US ($51B+ AUM). Kairoi Residential manages 20,000+ luxury units. Both are repeat developers with ongoing projects — relationship here could lead to multiple engagements.

Approach: Contact Michael Hsu first (confirmed interior designer, Austin-based, email available). Studio MAI for the hotel component. Seth Johnston at LPC Austin for developer relationship.

IMPORTANT: MBDS has in-house art consultants as part of their 100+ person team. This means art procurement decisions may flow through the MBDS studio directly, not through Auberge. Approach should target BOTH the studio (Martin Brudnizki, Luke Garcia) AND Auberge’s design team (Ken Ishiguro, Grace Escaño-Maniatis).

Rick Fidel (GM) is the local contact who can facilitate introductions. Joel Behrens (TCC) controls the developer relationship.

The Knox is part of a larger Knox Street development — a second phase (Knox & McKinney, 300K sq ft office + retail) just broke ground for 2028 delivery. This means a multi-year relationship opportunity.

ATP.art connection: Strong fit for lobby art, restaurant interiors, spa, pool bar, event spaces, and corridors across 140 rooms. The Auberge brand emphasizes locally-inspired design, so Dallas/Texas-connected artists would resonate.