MILAN — The boutique-style hotel vibe envisaged by Studio 54 cofounder Ian Schrager in 2008 is on the rise.
On Thursday, Edition Hotels, which is owned by Marriott International’s Luxury Group, told WWD that it has 16 new hotels in the pipeline, which will nearly more than double the brand’s portfolio to 38 over the next five years.
Those locations include hotels in Cape Town; Changfeng Park in Shanghai; Dali, China; Detroit; Riyadh; Chicago; Arava Desert, Israel; Dallas; Nashville; two locations in Bali, including Nusa Dua; Mumbai; Nayarit, Mexico; Dubai Beach; Milan, and Kuala Lumpur. Edition will also launch dedicated residences within its hotel properties in Detroit, Dallas and Nashville, in addition to stand-alone residences in Fort Lauderdale, Fla.
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In an interview, George Fleck, the firm’s senior vice president and global brand leader, said that Edition, known for its design-led interiors, upscale food and beverage and nightlife energy, is distinct on a global level and within the Marriott galaxy. Its focused, design‑led strategy, which lies at the intersection of luxury lifestyle hospitality and culture, is key.
“This approach allows the brand to maintain a clear point of view and a consistent level of creative control, while still benefiting from Marriott’s global infrastructure. All the brands within the Luxury Group portfolio complement one another. While there may be some overlap in guest demographic, each brand maintains a distinct personality and perspective,” he said. Fleck has worked in hospitality for over 20 years, first with Starwood Hotels & Resorts and then with Marriott International.
An Evolving Design Focus
Edition has collaborated with a range of leading design studios, including New York and Toronto-based Yabu Pushelberg, on properties in London, Miami Beach, Times Square in New York City, and Jeddah, Saudi Arabia, and with New York-based Rockwell Group on the New York and Riviera Maya, Mexico, hotels. Edition Hotels officially launched with its London property in 2013.
More recently, the brand partnered with Shanghai-based Neri&Hu on the Lake Como Edition, following their work on the Shanghai property.
“For each project, Edition considers the cultural and architectural context of the location to determine the right design partner. In terms of interiors, the brand often works with Paris-based Liaigre and incorporates classic, iconic pieces, while the majority of furnishings are custom-designed,” said Fleck.
A Cultural Hub
When it comes to pinpointing new destinations for growth, Fleck explained that a location has to embody the cultural depth, creative energy and compelling mix of art, design, food and natural beauty that its guests seek.
Edition Hotels, no matter where they are, generally seek to imbed themselves into local cultural moments. The Miami Beach Edition, for example, hosts parties, events and programming during the Art Basel Miami Beach calendar. In a similar vein, London Edition is a prime location for activity surrounding London Fashion Week. Its Summer Edition programming launched in Ibiza in 2025 involving a partnership with Paris cultural institution El Silencio to create a poolside cultural residency on the island. The concept will be transported Stateside, July 24 and 25 at Crows Nest, the Hamptons’ waterfront retreat.
The most immediate openings are Cape Town and Dali. Cape Town will open in the third quarter of 2026, while Dali is expected to open this month, he said. The Detroit Edition will open in 2027.
“Importantly, the decision wasn’t about entering a continent, but about identifying a city where the brand could integrate meaningfully. Cape Town already has a defined creative identity, which allows Edition to contribute to the local fabric rather than impose a predefined model,” he said, adding that geographic areas like Morocco and Kenya remain compelling. “We continue to look thoughtfully across the continent. But Cape Town offered the right combination of timing, partnership, and cultural alignment for our first project in Africa.”
Much like the rest of the Marriott Luxury universe, Fleck said Edition continues to enhance its wellness experience, tapping into the global wellness economy which is projected to reach $9.8 billion by 2029 from $6.8 billion in 2024.
“It shouldn’t feel like an Asian zen spa, but rather a very modern experience that focuses on restoring, mindfulness, longevity and connecting with like-minded travelers,” he said.
At its Lake Como Edition, which officially celebrated its opening in April with an event that attracted celebrities including Jenna Lyons and Martha Stewart, guests are privy to the Longevity Suite menu of regeneration and life-enhancing treatments, like an extensive mind and detox program. At its Reykjavik, Iceland, location, for example, Edition partnered with the Icelandic skin care brand Bioeffect. In Bodrum, Turkey; Riviera Maya, and Miami Beach, wellness programs are a major draw, incorporating yoga, active lifestyle programming and sound bathing experiences.
In March, Marriott International revealed plans to enter into a joint venture to bring Italian luxury wellness hospitality brand Lefay into the Marriott portfolio, its first dedicated exclusively to luxury wellness.
Lefay’s residential pipeline includes three properties under development in Tuscany, southern Italy, and the Swiss Alps.