DETROIT (WWJ) – Forget watches and bikes, Shinola is getting into the hospitality business.

Shinola is partnering with Dan Gilbert’s real estate company Bedrock to create the first ever Shinola Hotel — a 130-room boutique hotel located at the corner of Woodward and Grand River avenues in downtown Detroit.

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The building at 1400 Woodward, which is being transformed into the first Shinola Hotel (Credit: Bedrock)

The building at 1400 Woodward, which is being transformed into the first Shinola Hotel (Credit: Bedrock)

Anticipated to open in Fall 2018, the hotel will feature Detroit-inspired design from Gachot Studios, coupled with an food and beverage program from New York-based NoHo Hospitality Group, known for opening top restaurants, hotels, live music venues, and major sports arenas around the country. Detroit-based Kraemer Design Group is the architect of record for the project.

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“We are excited about this venture because it presents a challenging creative exercise to create a boutique hotel concept that Detroit will be proud of. We’ve assembled best-in-class talent that will result in an experience which reflects the philosophy of the Shinola brand, ” Shinola Founder Tom Kartsotis said in a statement.

Shinola and Bedrock say they’re coming together to deliver a thoughtfully curated hospitality experience, specially designed for their hometown. The idea is to make a living room business travelers, tourists and even residents can all enjoy.

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“While Detroit has seen the launch of new hotels over the last few years, we still see a gap in the boutique hotel market,” Dan Mullen, Executive Vice President of Bedrock, said in a statement. “The Shinola Hotel will be like nothing else in Detroit and will be strategically located in the now burgeoning shopping district on Woodward Avenue. We know out of town visitors will appreciate the central location and unique experience the hotel will offer, while local Detroiters will want to stop in for a dinner or drink while shopping downtown.”