Summary
Introduction of The Vineta Hotel
This week, luxury hospitality brand Oetker Collection, known for hotels like Le Bristol Paris and Eden Rock – St. Barths, announced its first-ever U.S. project.
Location and Historical Significance
Set to open in Palm Beach, Florida, in late 2023, The Vineta Hotel will be the 12th Oetker Collection “masterpiece,” as the brand calls each property. The Vineta, a pink-faced hotel that dates back to the 1920s, is just off the bustling boutique-lined Worth Avenue. While it was most recently operated as The Chesterfield hotel (part of Red Carnation Hotels) for 25 years, the landmarked building was actually called The Vineta for nearly half its life, from the late 1920s to the ’70s.
U.S. Expansion Goals
Expanding to the U.S. has long been a goal for the German-born, French-bred hotel brand. CEO Timo Gruenert has been scouting locations since 2009 and says that, in Palm Beach, Oetker Collection found its “perfect match.” Moreover, he expressed that they appreciate locations full of richness and heritage, and Palm Beach fits this ethos perfectly.
The Boom of Palm Beach
There’s no denying that Palm Beach is booming right now, drawing in crowds with a dramatic increase in luxury brands since 2020. The recent influx of New York City restaurants and the significant shift of residents moving to Florida underline the area’s growing appeal. Consequently, Oetker isn’t the only hospitality group to recognize this trend; there will be 17 new hotel projects opening by 2025 in greater Palm Beach.
Investment and Renovation Plans
As for how much Oetker Collection and its investment partner, the Reuben Brothers, will put into revamping The Vineta, it’s still unclear. Gruenert noted that while the building is protected, significant renovations can be made to the interior. One crucial change will be reducing the room count to 41 (down from 53) to offer guests more space and a higher level of service.
Design and Aesthetic Vision
Oetker is already collaborating with Paris-based designer Tino Zervudachi of Mlinaric, Henry and Zervudachi to reimagine The Vineta. The design will transform the once trendy Leopard Lounge into a beautiful restaurant, featuring a chic courtyard and an intimate bar area. Zervudachi is focused on creating a distinct “Palm Beach” design language, ensuring that the hotel’s interiors embody a fresh, sharp, and luxurious essence. Special attention will be given to spacious and comfortable bathrooms as well.
The hope is that by late 2023, the new hotel will successfully merge the elegance of Oetker’s European hotels with the laid-back atmosphere of Palm Beach, creating a unique and inviting destination for luxury travelers.
