Ian Schrager: The Innovator Poised for Another Revolution

Studio 54 was possibly the most fashionable discotheque globally, and its triumph transformed NYC nightlife permanently. Subsequently, the Morgans hotel in Manhattan emerged, marking the advent of the first so-called “boutique hotel.” Both ventures were realized by Ian Schrager, an American entrepreneur known for defying convention. Nowadays, he is concentrating on the lifestyle hotel industry.

“This is what motivates me. It’s why I rise every morning,” he expressed during a video conference from his Manhattan workspace. “I aim to forge something extraordinary.”

For the last 14 years, Schrager accomplished just that alongside Marriott while establishing the new high-end luxury lifestyle brand, Edition.

The hotels are singular, distinctive properties with a certain flair that has positioned Edition as perhaps the most fashionable brand in the Marriott lineup.

However, two years prior, Schrager declared his exit from Marriott to develop his own venture, Public, a more affordable lifestyle hotel emphasizing inclusivity and individuality at rates more accessible than Marriott’s Edition.

“They don’t understand,” he asserts. “There’s nothing more tedious than being in a space with just one type of person.”

The timing is certainly deliberate.

“There was a time when New York was more welcoming, more equitable,” Schrager remarks. “Now, it’s become overly exclusive.”

The media has labeled the ongoing surge of costly private clubs as Members-Only Mania, and this exclusion of the populace provokes Schrager.

“They don’t comprehend,” he indicates. “There’s nothing more monotonous than being in a room with merely one kind of individual.”

From Exclusive to Inclusive

Schrager has dedicated his career to creating environments where individuals from all backgrounds unite.

From Studio 54, where stars like Andy Warhol and Mick Jagger mingled with everyday people, to boutique hotels such as Miami’s Delano or venues like the Rose Bar, a nightlife hotspot that attracted long queues nightly outside the Gramercy Hotel.

It’s time to revive this inclusive atmosphere, he asserts.

“And it’s likely the most significant concept I’ve ever had. Making luxury available and accessible to everyone is essentially a contemporary democratic principle,” Schrager notes.

And by accessible luxury, he does not refer to high-end amenities or extravagant designs.

“Luxury is no longer about material possessions—it’s an emotion, about the ability to enjoy, unwind, and feel secure.”

“We all enjoy being ourselves and having fun when possible. This has been true for 5,000 years, and I believe it will never change,” he adds.

Tapping into the fastest-growing sector of the hospitality industry

Schrager’s choice to part ways with Marriott to concentrate on Public occurs amidst a period when the lifestyle hospitality sector is one of the fastest-growing segments within the industry, especially among younger travelers.

Lifestyle hotels merge the distinctive service or experiences typically found in a boutique hotel with the affordability and scalability associated with chain hotels. Most are design-centric and narrate a unique story to their guests.

Younger vacationers gravitate towards these establishments, as they tend to prioritize authentic and unique experiences over standardized offerings in common chain hotels, and they enjoy mingling or observing others in spacious communal areas.

Lifestyle hotels blend unique service or experiences usually seen in a boutique hotel with the affordability of a chain hotel. Most are design-oriented and possess a distinctive story to share with their patrons.

Schrager’s floor layouts frequently incorporate ample public spaces to encourage guests to socialize and unwind, to just “let their guard down and feel free, without concerns about judgment.”

Publicly Popular

Schrager’s initial Public launched in 2017 in Manhattan’s Lower East Side and swiftly became a hotspot for both locals and tourists.

Upon entering, guests were welcomed by a massive, neon-lit escalator, and the 20-second journey through a shimmering black tunnel quickly turned into a favorite spot for selfies. Once upstairs, plush furnishings, abundant greenery, and a muted palette of dark wood and rich copper created inviting, club-like evenings, a highly unconventional environment amid the then somewhat questionable Lower East Side that resonated with the crowds and impressed the media with its luxurious design.

Four years ago, due to the pandemic, the hotel was compelled to shut down, yet it has recently reopened with new food and beverage concepts.

Among them is the boudoir-styled cocktail lounge.Two Fifteen, a partnership between Schrager and acclaimed nightlife veteran Nur Khan, who was his former collaborator for the Rose Bar at the Gramercy hotel.

Schrager unveils intentions for third venue

The second Public is expected to launch this year on Sunset Boulevard in Los Angeles, and he’s presently developing a third venue in Miami.

Each hotel will have its own character, he affirms, as what succeeds in New York would not necessarily thrive on the West Coast.

“L.A. will possess that relaxed, sun-drenched vibe unique to the area. It’s poised to feel glamorous without being excessive. Guests will enter and sense it’s their domain — whether they’re lodging there or dropping by for a drink.”

What approach does he take to cultivate the ‘must-visit’ atmosphere in such varied establishments?

“It’s an incremental and intuitive process every time— much like a woman selecting her outfit for a night out. She begins with makeup. Next, she picks a dress from her wardrobe, then chooses earrings that complement it, followed by shoes. Finally, she applies a spray of perfume and instantly: boom! Her ensemble is flawless.”

The challenge with this method, he explains, lies in the absence of guidelines, making it hard to predict what will resonate.

“I experiment with various concepts and gauge their effectiveness. But I truly understand their success only when I observe people’s responses. The manner in which guests enter a space, how they navigate it, and how they interact.”

The Future of Lifestyle Hospitality

Schrager’s influence on the hotel sector commenced well ahead of Public, starting with Morgans on Madison Avenue in 1984.

“At that time, my business associate Steve Rubell and I aimed to establish a hotel for our generation – not for our parents or grandparents. We desired something unprecedented,” he recounts.

Morgans was a sensation during its time. “Steve articulated it to the media that day: while other hotels behaved like department stores striving to cater to everyone, ours resembled more of a boutique on Madison Avenue. Ours exuded a bold character and certainly wasn’t intended for all.”

The label boutique evolved into a symbol of distinctiveness and individuality, and presently nearly every prominent hotel chain boasts its own interpretation of a ‘boutique’ brand.

Fast forward to 202 and both media and patrons are keenly anticipating how Schrager’s transition from boutique luxury to inclusive lifestyle might re-establish standards in hospitality once more.

“I stand by the notion of Public,” the American businessman asserts. “Ultimately, we’re all offering the same fundamental service: a place to rest for the night. Yet, it’s the intricate details converging that renders a hotel experience truly remarkable.”

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