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• #HOTEL MOGUL SHREIGER HOW TO#

Jonathan Tisch, president of Loews Hotels, said: ‘Ian has really changed the hotel industry by showing us what design, excitement and hype can do for what has been a very staid business.’īy the late nineties the Morgans Hotel Group was the largest hotel owner in New York, and Schrager managed on occasion to out-trump Trump in real estate bidding wars. The world of hotels is now awash with new copycat boutique chains (such as the ‘W’ hotels of Starwood), and every beauty shop in every hotel has suddenly become a ‘spa’. French designer Philippe Starck was responsible for the look of many of these hotels, but Schrager, as always, maintained a strong hand in the final design details.

#HOTEL MOGUL SHREIGER HOW TO#

As Hollywood mogul and friend David Geffen once said of Schrager: ‘He knows how to make people feel as if they are staying at an exciting place.’ After Morgans came the Paramount and the Royaltan in New York, followed by several other hotel properties in Los Angeles, San Francisco and Miami. Hotels would be unique places wherein the diverse worlds of pop culture, fashion and commerce harmoniously blended in beautiful and desirable spaces. On each subsequent project a circle of hip designers, architects and artists was enlisted to create small but stylised rooms and eye-catching lobbies and bars where people would want to gather. Schrager had been fastidiously studying the world of architecture and art, convinced that a combination of the two would attract the clientele he desired at his properties. The first designer they enlisted was Paris-based Andrée Putman. Schrager and Rubell were still renting out unrenovated rooms at what would evolve into Morgans at US$44.95 a night as they fixed up the hotel.

They went against the grain by buying hotels in seemingly questionable areas, the first being an old fleapit called the Executive. It took almost four years for the pair to convince anyone to back them. They spent 13 months behind bars and emerged even more determined to carry out a long-held plan to open fashionable hotels catering to their extended circle of stylish friends. Ian Schrager’s journey from nightclubs to hotels suffered a slight setback when he and partner Rubell were arrested and gaoled for tax evasion back in 1979. It was a brand-new market that demanded comfort, style and a sense of fashionable exclusivity. With his keen business sense, Schrager knew how to capture this market that either desired their own fifteen minutes in the spotlight, or wanted to mix with those who were experiencing it. Schrager’s friend Andy Warhol created the phrase ‘fifteen minutes of fame’, referring to the fact that in this age of pop culture practically anyone could achieve fame, no matter how brief or elusive. Bianca Jagger, Andy Warhol, Jacqueline Kennedy, Michael Jackson, Truman Capote, Elizabeth Taylor, Salvador Dali and Richard Gere were just some of the regulars. In hedonistic pre-AIDS Manhattan, Studio 54 was the place to ogle and be ogled at. Ian Schrager cut his teeth in the world of trends and hipness back in the seventies with Studio 54, the nightclub he established with his business partner, the late Steve Rubell. From his origins in the nightclub business, he has become the ‘Harbinger of Hip’, making hotels once again the places where the beautiful and the fashionable go to see and be seen, in spaces that exemplify twenty-first century sophistication and style. If Conrad Hilton was the one who modernised the hotel business, then Ian Schrager was the one who made it ultra-modern.