Not content with conquering the retail world, luxury watch brand Shinola has launched its debut hotel in Detroit – and it’s converted a defunct hardware store for the role.

The 129-room Shinola Hotel Detroit is a joint venture with Bedrock developments and is pitched as a ‘living room’ for the city. It houses six bars and restaurants – overseen by chef Andrew Carmellini and Noho Hospitality Group – as well as events and performance spaces and retail stores.

Practices Kraemer Design Group and Gachot Studios were tapped to rehabilitate the old T B Rayl & Co hardware store and Singer sewing machine shop on Woodward Avenue for the adaptive reuse project, stripping them back to their red-brick frames. They’ve been joined by three new structures designed to evoke the surrounding streetscape.

Gachot Studios designed the hotel’s public spaces, rooms, and restaurants – which range from an American beerhall to an Italian eatery and fried chicken joint Penny Red’s. Bedrooms are kitted out with Shinola products made exclusively for the project, including blankets, candles and wall clock versions of Shinola’s signature time-pieces.

Rooms start from $195 per night and vinyl lovers can check into suites with their record collection and decks.

1400 Woodward Ave, Detroit, MI 48226

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