Boutique hotels are undoubtedly the new 'must-have' play thing of the rich and famous in China. A spate of chic openings in Shanghai and
Beijing in recent months will presage a rush to open stylish accommodations during the next year. The latest project to receive the go-ahead is Emperor Inn, a 55-room hotel occupying a prime location along the eastern wall of the Forbidden City. It is set to open in 2008.
Designed by interiors firm GRAFT, the Emperor Inn is according to the PR company: "a paradoxical juxtaposition of the majestic Emperor reference - from the hotel's location next to the former imperial abode, the Forbidden City - with an allusion to the modest Inn - a humble provider of food, drink and lodging, and a site for community gatherings."
The F&B and spa offerings are called Shi, a contemporary restaurant cum supper club; Yin, a rooftop bar with panoramic views; Jing, a retail boutique; and Yue, a glass-encased spa/wellness and fitness area on the roof terrace.
Utilising every China cliche known to man, the press release continues: "This harmonious blending of traditional Chinese cultural and historical inspirations with cutting-edge, western design elements and personalized, service excellence philosophy – Old + New, East + West - is an underlying principle which will be apparent in every guest interaction and is a recurring theme in the overall guest experience."
Take a deep breath and read on. Just to cover every conceivable clientele angle, it gushes: "The Emperor Inn, Beijing will cater to
the discerning international, regional and domestic traveller with a taste for design and lifestyle-focused hotels providing contemporary comforts and genuine, warm hospitality."
The hotel actually sounds pretty good. The PR, however, could do with some work. C'mon guys, ritualistic China-by-numbers cliche is just so un-boutique.
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