Once we got past the PR-speak, we learn that essentially Andaz will have all the components you come to expect in a modern boutique hotel these days but there are more ties to the local community in an effort to individualize the hotel.

For instance, rooms will feature iPods with playlists from local characters and personalities. Interestingly, this does not include celebrities but rather songs handpicked by a policeman or a hairdresser, along with a lawyer, a banker and afashion designer. Also, artwork throughout the hotel is from local artists.

In a somewhat new concept, the room rates will include traditional extras like breakfast, Internet, healthy mini-bar items, local telephone calls and unlimited movies. Andaz will also be using eco-friendly products and practices.

In an article with Kitty Beyonce, Hyatt VP John Wallis said they are positioning themselves above a W and below a Four Seasons. So expect really pricey room rates at $750 a pop. If this makes you feel any better, no two rooms are alike. Um...no we guess that doesn't help at all with the sticker shock.

For now, Andaz doesn't have its own website but since this London property is the old Great Eastern Hyatt hotel, that website is still taking reservations. It even includes a little note that says:

For all guests staying after, and including October 16, 2007, your rate will include the following; breakfast, Internet, healthy mini-bar, local telephone calls, blockbuster movies and laundry/pressing.

Hmmm...so it looks like the soft-opening has already started. We were able to find a queen double room from Nov. 15 to 18 for $800 a night. That's just a little too much for a new brand. With a Four Seasons, at least you know what you are paying for. How can we pay that much for an unknown brand? And we're not loving that room photo.

Meanwhile, Andaz will open two hotels in NYC shortly, one at 75 Wall Street and another across from the library on Fifth Avenue.

Related Stories:
· Andaz, Another New Hyatt Brand [HotelChatter]