Andrew Zobler, Line Hotel's Boutique Warrior

If it's disturbing, it's supposed to be, Andrew Zobler says as he rides an elevator at the Line, his Los Angeles hotel. The interior is wood but has been painted to look like cartoon animal fur. The shock of the elevator emphasizes the sedateness of the rooms, he explains. The brutal concr...

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Bibliographic Details
Published inBloomberg businessweek (Online) p. 1
Main Author Stone, Zak
Format Magazine Article
LanguageEnglish
Published New York Bloomberg Finance LP 21.07.2014
Subjects
Business growth
Hotels & motels
Interior design
Market segments
Product differentiation
Value chain
United States > US
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Summary:If it's disturbing, it's supposed to be, Andrew Zobler says as he rides an elevator at the Line, his Los Angeles hotel. The interior is wood but has been painted to look like cartoon animal fur. The shock of the elevator emphasizes the sedateness of the rooms, he explains. The brutal concrete building, which rises 12 stories over an unremarkable block of Wilshire Boulevard in Koreatown, is intended to have a similar effect. Zobler loves the opportunity to create value where other people don't see it. Boutique hotels such as the Line have existed since the 1980s, when Ian Schrager's Morgans Hotel Group introduced its "urban resorts" at the Delano in Miami and Mondrian in West Hollywood. The segment bounced back from the recession more quickly than the mainstream competition, according to hospitality researcher IbisWorld, which predicts that boutique hotel growth will increase 6.9% annually through 2019. Zobler differentiates himself as a developer by specializing in one-offs, each with its own pricing structure and design strategy.
Bibliography:content type line 24
ObjectType-Feature-1
SourceType-Magazines-1
ISSN:0007-7135
2162-657X