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Hilton Unveils New Lifestyle Brand: Denizen Hotels

March 10, 2009 at 9:18 AM | by Jenna | 19 Comments

It's official. Last night in Berlin, Hilton Hotels unveiled their new luxury boutique lifestyle brand (otherwise known as Project Global21) spearheaded by former W Hotels godfather Ross Klein: Denizen Hotels.

After much speculation, many rumors, and a fairly serious amount of hot gossip about the name of the new chain, our money was on "The Quinn". After all, when we visited TheQuinn.com last night (prior to the announcement), we were redirected to the ProjectGlobal21.com.

But! Denizen it is, and the brand was introduced to attendees of the International Hotel Investment Forum in a less-than-standard way that emphasizes the new chain's apparent focus on sustainability: "a reconstructed vision of the brand experience" was presented in a shipping container for visitors to walk through.

While the Denizen Hotels website remains fairly vague — lots of flash and plenty of sleek, chic introductions to the Denizen concept — here's what we know so far: the brand will be aimed at the "globally conscious modern traveler," with the word denizen meant to be interpreted as "citizen of the world." Properties will be in both urban and resort destinations, and "negotiations are underway" in Abu Dhabi, Austin, Beverly Hills, Buenos Aires, Cancun, Hollywood, Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington DC.

We did a bit of poking around on the site and noticed that six individual personality profiles of "Denizens" were featured: The Nocturnal Socialite in London, The Eco Innovator in Vegas, The Cultural Cognoscente in Istanbul, The Epicurean Explorer in Montreal, The Self-Realized Maverick in Hollywood and The Techno[mad] in New York. We're not sure whether these are going to be the first six Denizen locations; a rep for the hotel could only confirm again, at this point, that "development negotiations were underway" in those cities.

Each property within the chain will be unique to its location, reflecting those individual Denizen personalities and incorporating a bit of local flavor into the designs — all while emphasizing a social atmosphere among guests (also referred to as "Denizens"):

Social, interactive spaces will be at the heart of the Denizen Hotels brand, welcoming guests and providing exclusive hubs for relaxation and inspiration. From communal style society restaurant tables for the epicurean explorers to rejuvenation zones which will provide a personal technology-rich haven before or after check-in, Denizen Hotels creates a living community, anticipating guest needs and desires in and outside of their rooms and suites.

Harnessing the diversity of world renowned architects and interior designers such as Charles Allem, Clodagh and David Rockwell to shape and envision each space, Denizen Hotels’ internal and external spaces will reflect the influence and eclecticism of world class international design.

The focus on a social, interactive atmosphere doesn't come as a surprise; remember, rumor has it that one of the names originally thrown around for the brand was actually "The Social" (which, really: we're happier with Denizen).

We'll be keeping you posted as Hilton reveals more info about the chain; for now, take a peek at the website and then come on back here to share your first impressions.

19 Comments

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  1. juliana

    HotelChatter Editor

    those traveler descriptions

    are a little crazy. "The Nocturnal Socialite in London, The Eco Innovator in Vegas, The Cultural Cognoscente in Istanbul, The Epicurean Explorer in Montreal, The Self-Realized Maverick in Hollywood and The Techno[mad] in New York." but i shall be very interested to see what Denizen becomes.
    March 10, 2009 at 9:26 AM
  1. thirteenright

    HotelChatter Member

    logo

    the site seems to be down but can I just say I LOVE the logo!
    March 10, 2009 at 10:25 AM
  1. JetSetCD

    HotelChatter Contributing Editor

    whoa

    Hardcore. I have to admit that the logo reminds me of an evil headquarters plaque. And I am not taking to being called a "denizen;" hello negative connotation!
    March 10, 2009 at 12:46 PM
  1. Jenna

    HotelChatter Member

    actually

    I have a feeling there is going to be some goofy "den" and "zen" wordplay going on around these hotels... brace yourselves.
    March 10, 2009 at 1:53 PM
  1. HHotelConsult

    HotelChatter Member

    Wow....

    I mean... it totally looks like the evil genius symbol.  Wild.  I really don't know what to make of this?  It is like Ian Schrager hid somewhere inside Hilton HQ and started dissonance or subliminal ramblings.

    So weird.

    March 10, 2009 at 5:29 PM
  1. nikiclub

    HotelChatter Member

    or...

    a sad imitation of thompson hotels...both in the logo and concept
    March 10, 2009 at 5:40 PM
  1. HHotelConsult

    HotelChatter Member

    nikiclub's comment

    ooooh.. a zinger.  I keep wanting to play the "wah wah wah" sad trumpet sound.  =)
    March 10, 2009 at 6:45 PM
  1. mytwocents

    HotelChatter Member

    Hilton's New Lifestyle Brand

    Might go Denizen-less in these economic times.
    March 11, 2009 at 6:58 PM
  1. Hotelgirl

    HotelChatter Member

    Denizen

    Ross Klein isn't speaking out in London. He's mysteriously cancelled most of his interviews here today after the PR agency spent months setting them up. Strange...
    March 12, 2009 at 6:37 AM
  1. KeatyKat

    HotelChatter Member

    USE THE DICTIONARY

    DENIZEN is a real word with real meaning.  Not a address, letter or made up word that sounds cool.  The travel profiles are a bit out there but I am sure they'll loop it in somehow and make sense of it all...give it time to see what they do.

    Anyone have trouble on the website yesterday?  I went on and it crashed...I read they had so many people on the site it was crashing.  CRAZY!

    March 12, 2009 at 6:54 AM
  1. BeeBee123

    HotelChatter Member

    hotelgirl - CORRECTION WITH ALL DO RESPECT

    Your note about Ross Klein's interview cancellations is NOT correct.  Schedules changed and due to increased media requests Ross actually added 2 days to his travel schedule in London to accommodate everyone and host a standing room only event at The Bentley which has hit the wire as one of the hottest events tonight in London.

    He and his design team has been seen in and out of buildings and hotels around London - certainly they are up to something in addition to the media tour!

    March 12, 2009 at 8:06 AM
  1. Hotelgirl

    HotelChatter Member

    Really?

    If it's not correct then why did the PR tell me she's been handed a list of interviews - including one with me - to cancel? A lot of preparation had gone into the schedule so it seems rather strange to cancel at the last minute.
    March 12, 2009 at 11:59 AM
  1. juliana

    HotelChatter Editor

    Denizen definition

    Just so everyone knows that it's a real word. It does have a slightly negative connotation when you apply it to nightclubs or worse. But "inhabitant" kind of works for the hotel angle.

    From M-W.com:

    1. inhabitant <denizens of the forest>
    2. a person admitted to residence in a foreign country  ; especially : an alien admitted to rights of citizenship
    3. one that frequents a place <nightclub denizens>
    March 12, 2009 at 12:23 PM
  1. PDA09

    HotelChatter Member

    Denizen

    I actually just checked the website, and it seems to be running just fine. The intro video is pretty awesome and I love the song in it. I also love the logo, I mean it's simply the 2 letters put together, but it has a feeling of empowerment to me, so it draws me in. These hotels look amazing so far and sound like it too. I can't wait to check into one.
    March 12, 2009 at 8:15 PM
  1. catullus1

    HotelChatter Member

    huh?

    seems to me like the majority of postings on here are defensive replies by people who are working for denizen. i think it's a cool idea to give each hotel a personality and character traits (like the techno(mad)) but it was done before..remember virgin atlantic's "jetrosexual" campaign in 2005 where each flight was given a specific personaility matching its destination. also, according to wikipedia, denizen also means "a "free negro" in the united states before abolition of slavery"..(http://en.wikipedia.org/wiki/Denizen) not exactly something i would want to be reminded of when staying at a denizen...in any case, looking forward to more glitz and glamour from the dilusional world of denizen!
    March 13, 2009 at 7:29 AM
  1. now u oc me

    HotelChatter Member

    What if...

    Marriott, Hilton & Hyatt merge... and create a combined "boutique" brand: Edinezandaz
    March 13, 2009 at 7:23 PM
  1. now u oc me

    HotelChatter Member

    or maybe...

    andenizedition... ha! i crack myself up.

    srsly, though, how are they going to differentiate these 3 brands? and are they neglecting their core marriott, hyatt and hilton brands by pouring resources into these?

    March 13, 2009 at 7:31 PM
  1. hotelchick

    HotelChatter Member

    Denizen by any other name?

    I'm with the folks on the dodgy connotations of denizen - can only think it's reminding me of den of iniquity or something similar. This nagging that it meant something else led me to look it up on wikipedia where the definition also states it was a video game for the ZX spectrum as well as the definition of a "free Negro" in the United States before the abolition of slavery - perhaps the word is as transient as its main definition.....
    Oh and I was one of the lucky ones who did get in to see Ross last week but only after Spanish inquisition from prs..
    March 16, 2009 at 9:40 AM
  1. Lia Cohen

    HotelChatter Member

    Ok Seriously....

    Unreal. A logo that is a poor man's verison of DB Bistro Moderne - being championed by insiders at Hilton on Hotel Chatter who can't spell (It's with ALL DUE RESPECT not DO).

    A website that takes an eon to load - only to spew design references from aloft, Andaz, Thompson Hotels with a splash of SLS. And don't miss the Le Meredien longitude latitude references. So original.

    Have you seen the relaunch of the Mogan's website? Tres chic. Now thats one to watch.

    March 18, 2009 at 10:21 AM

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