Detroit brand Shinola will swap bikes for bricks when it opens its first ever hotel in the city’s downtown in 2018.

Shinola Hotel will take over an eight-storey building on 1400 Woodward Avenue that was previously a hardware store and wig shop.

‘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,’ said Shinola’s founder Tom Kartsotis. ‘We’ve assembled best-in-class talent that will result in an experience which reflects the philosophy of the Shinola brand.’

Collaborating on the 130-bedroom hotel is property developer Dan Gilbert – whose company Bedrock owns the building and nearly 100 others in downtown, including most of the retail space on Woodward Avenue. New York’s NoHo Hospitality Group is also joining the venture.

When the building opens its doors in autumn 2018, it will also house a restaurant, retail stores and meeting spaces. ‘[The hotel] will also serve as a living room for the community,’ says Shinola’s president, Jacques Panis. ‘Like our stores, we want the hotel to be a place where locals can hang out, have a drink or grab a bite to eat.’

Detroit architecture practice Kraemer Design Group and Gachot Studios have been tasked with creating Shinola Hotel’s interiors, drawing on elements of American craftsmanship – a cornerstone of the brand – in the rooms and communal spaces.

‘Like all our offerings, the hotel will be a natural expression of our expertise in craftsmanship and ability to create something that is built to last,’ says Panis.

It’s not the first time Shinola, which was founded in 2011 and is known for its US-made bikes, and watches, has ventured beyond accessories. It recently partnered with musician Jack White to open an outpost of Third May Records next to its flagship store in Detroit’s Midtown.

Work is expected to commence on Shinola Hotel in November, with completion slated for autumn 2018.

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