At Swire Hotels’ new EAST, Miami, attention to detail is paramount, from the floor-to-ceiling glass in the restrooms (hand washing with a view) to the space-age elevators. Together, they serve one purpose: shake up Brickell’s hotel offerings.
The Asian hotel brand is using Miami as a launch pad into the North American market. With it comes a unique combination of subtle zen spaces and not-so-subtle drama.
The 352-room hotel, part of Brickell City Centre, opens May 31.
The 40-floor hotel at 788 Brickell Plaza in Brickell City Centre draws elements from its sister properties in Hong Kong and Beijing, such as its rooftop Asian tapas bar, Sugar (more city views included), and lobby bar Domain. It also incorporates a taste of Miami’s international culture, particularly with its rustic-yet-chic Uruguayan restaurant Quinto La Huella.
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Every feature in the hotel is intentional: sliding panels at Domain to create night and day atmospheres, Panther Coffee for a local twist, amber accent lights and an infinity mirror elevator with specks of green lights for what seems like a trip to light speed.
“The vision was to change Brickell and this time it’s happening,” said general manager Laurent Fraticelli during a tour of the property earlier this month.
Change is the mantra for the hotel and the development it sits in. Fraticelli said he wants to encourage life and activity within the hotel and between EAST, Miami and surrounding properties — especially Brickell City Centre.
The vision was to change Brickell and this time it’s happening.
Laurent Fraticelli, general manager of EAST, Miami
The pool deck on the fifth floor — home to two pools, a hot tub and a cold plunge — overlooks the shops at Brickell City Centre. Doors in the third and second floors connect hotel guests directly to the 500,000 square feet of open-air shopping space. EAST, Miami is also working on an app that will facilitate check-ins and give guests updates on the daily deals at Brickell City Centre.
Included in the 352 guest rooms are eight suites and 89 one-, two- and three-bedroom suites equipped with kitchens and laundry facilities. Hotel rooms start at $219 during the low season and $569 during high season; one-room suites start at $489 and go up to $819 during high season. Three-bedroom residences start at $1,539 during peak times.
The 352-room EAST, Miami will include eight suites and 89 one-, two- and three-bedroom suites.
Two floors, the 38th and 39th, are dedicated to meeting space. Nearby is what may be the most distracting ballroom in Miami: a nearly all-glass 3,300 square-foot space with 270-degree views of Brickell.
“Nobody has banquet space like this. This is prime real estate,” he said.
EAST, Miami’s bar and restaurant, Sugar and Quinto La Huella, will open May 23.
For Fraticelli, the restaurant encompasses the message of EAST: a tranquil, relaxed atmosphere with local flare and a quality experience.
The Uruguayan restaurant, an urban iteration of an award-winning seaside restaurant in José Ignacio, Uruguay, encompasses most of the fifth floor, with a sushi counter, lounge, outdoor space and massive grill at the center, known as la parrilla. The wood-fire grill, surrounded by a wrap-around bar with leather stools, cooks meat, pork and fish ready to order.
“They cook right here for you and of course what ends up happening is that you eat more than you planned,” Fraticelli said. “It’s unique. Nobody has that.”