Hospitality Design February - March 2024 - 59

Alder restaurant in the Ace
Hotel Toronto, by Shim-Sutcliffe
Architects and Atelier Ace
Polychrome ceramic bricks clad the
reception desk at the Flack Studio- and
Atelier Ace-designed Ace Hotel Sydney
Brad Wilson
Ace Hotel Group + Atelier Ace
Since being named partner and CEO in 2022 after a long stint as
the company's president, Brad Wilson continues to evolve Ace Hotel
Group's singular vision in properties from Brooklyn, New York to
New Orleans. When Ace Hotel Kyoto opened in 2020-the brand's
first in Asia-it proved the global appeal of the lifestyle brand, which
is known for its buzzy communal spaces and scene-making F&B.
Working alongside Kengo Kuma and Los Angeles-based Commune,
Wilson and his team took care to pay homage to the city's rich
creative spirit. More recent debuts in Toronto and Sydney have
elevated Ace Hotel Group and in-house creative agency Atelier Ace
as a hospitality powerhouse. Here, we asked Wilson to share where
Ace is headed next.
After openings in Sydney and Toronto in 2022, what does
this year look like for Ace?
Top of mind for us is growth and expansion. We had a spate of openings
during Covid-Kyoto, Brooklyn, Sydney, and Toronto all opened
between 2020 and 2022-and we spent 2023 ramping those properties
up. We'll announce a number of new projects in Asia and Europe in
2024. We're happily ensconced in developing those properties-deep in
the design process and learning so much about the culture of the cities
and neighborhoods in which we're putting down new roots.
How is Ace trying to enhance the guest experience?
In-house guest communications. Our guests tend to be confident
travelers, and often have quite specific questions when they're staying
with us. We've implemented SMS communication with our front desk
in response to this expectation, using it to speak directly to the guest
throughout their stay. The ability to get real-time responses to their
needs is proving incredibly valuable to our guests, and it's a great tool for
helping us understand their desires better.
What other trends are you paying attention to?
We've always been focused on the idea that our consumers are
interested in experiences, and we've seen that become mainstream
in the last decade or so. The trend continues to grow. I also see
a related trend toward more unique locations-ones that aren't
necessarily easy to get to, but reward your effort with something
truly distinctive.
What's your outlook on the state of the industry?
Operators today are more focused on cost rather than a longterm
vision. I see this transition to higher rates and less service. Our
goal is always to provide personal, accessible service at each of our
properties while managing its associated costs. In the long run,
brands that provide a great all-around experience will be the most
successful.
What Ace projects can we look forward to?
We just announced our second hotel in Japan-Ace Hotel Fukuoka,
opening in 2027-which is personally rewarding and very exciting
to me. Ace Hotel Kyoto has been so successful, not just from a
rooms and F&B standpoint, but also on the partnerships side. We
brought Noma restaurant to the hotel last year for one of their
famed residencies, and it was such a brilliant experience that
they're coming back later this year to do it again. We are excited
to work more in Japan and more generally across the Asia-Pacific
region. We are also expanding our Swim Club brand, with a
forthcoming European project announcement on the horizon. hd
Leaders Talk: CEOs on the State of the Industry
Wednesday, May 1st
3:30 p.m. to 4:30 p.m.
Location: HD Park
hospitalitydesign.com February/March 2024
059
Photos by DANIEL DORSA, WILLIAM JESS LAIRD, and ANSON SMART
http://www.hospitalitydesign.com
Hospitality Design February - March 2024

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