Viceroy debuts Urban Retreat in San Francisco

Hotel Emblem inspired by the Beat Generation

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Viceroy Hotels & Resorts has opened a boutique property in San Francisco, located where Nob Hill meets Union Square. Hotel Emblem is inspired by the “Beat Generation”, San Francisco’s most celebrated literary and cultural movement of the 20th century that inspired millions to live boldly and uncensored.

Hotel Emblem is a member of The Viceroy Urban Retreats. Ideally located in the Theater District, the 96-room hotel is a creative stage designed to inspire guests to think freely and stand out from the crowd.

“Hotel Emblem takes cues from the biggest cultural movement in San Francisco history, and we know it will spark the city’s creative spirit,” said Bill Walshe, CEO of Viceroy Hotels & Resorts. “The hotel is a destination that celebrates and embraces the path less taken to be bold and fearless. We are incredibly excited and proud to begin hosting guests this month, empowering them to live and love the unexpected.”

Rooms are eclectic havens of bold colour and playful patterns, and guests will be inspired by poetry references that pay homage to the themes and personas of the Beats. Designed by San Francisco-based Studio Hatch, the guestrooms accentuate the architectural bones of the historic building while featuring contemporary furnishings and a boho spirit. High ceilings and expansive windows invite relaxation. With modern art and European-inspired furniture, the feeling is residential and intimate.

At each custom desk, a French bistro chair sits in front of an inspiration board that allows guests to interact with Beat references such as photo-booth strips and scribbled notes from celebrated writers. The bathrooms have big personality, too, with graphic tiled floors and black stone vanities complete with Natura Bisse and ROIL by Amanda George bath products.

Each room offers luxurious amenities including a pillow-top bed with high-thread-count luxury linens, 55-inch HD Smart TV with streaming capabilities, bedside and desk charging ports and a high-quality audio system with Bluetooth technology.

Hotel Emblem is located at 562 Sutter Street in San Francisco. Introductory rates start at US$199/night.


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