Hotel transformations are nothing new in Waikiki, where hoteliers are constantly upgrading and repositioning properties to increase demand and average daily rates.
During the last few development and investment cycles, developers and designers nearly eradicated the circa-1980s brass fixtures, pouf valences and heavily textured and wallpaper-laden creamy pastel and jewel-toned walls. Gone too are the oversize sectional furniture and the tropical-themed rooms of the 1990s and the really brown rooms or multicolored accent walls that were in vogue in the last decade. Given the purge, one would think all remnants of 1970s hotel décor would have booked out of here, too.
However, Joie de Vivre, Hawaii’s newest hotel chain, has taken the idea that "what’s old is young again" to the max and transformed the rooms at The Shoreline Hotel Waikiki into the ultimate 1970s crib. The renovation is intriguing both in terms of concept and because it actually resurrects the 1970s in a better way than most remember it. There’s not a shag carpet, macramé planter or Pet Rock in sight.
Instead, designer Anthony Laurino’s design is an ode to the building’s 1969 modernist shape. He combines ’70s graphic shapes with local flora and fauna, and somehow manages to achieve a property that embodies the genuine spirit of Hawaii as seen through the eyes of the newest hotelier on the block.
"For me the building was the inspiration," Laurino said. "I wanted to tell its unique story."
While there was a lot of mass production in Hawaii in the 1980s, Laurino said some of the architecture of the 1960s and the 1970s took a modernist approach that was simple, appealing and uniquely Hawaii.
"No one else in the market is really embracing that history as a hook or a foundation to build on," said Laurino, who is behind other cutting-edge JDV renovations on the West Coast.
Since its founding in San Francisco in 1987, JDV has built its reputation on creating local and eclectic consumer experiences. Each one of the chain’s more than 30 hotels is an original concept designed to reflect its location. The company is known for its focus on psychographics, which engage the five senses, said Karishma Chowfin, director of sales for the JDV Hawaii region.
"Modern, alluring, calm, crisp, spirited and aloha were the … words that we chose to represent this hotel," said Alvida Surpia-Jones, general manager for the JDV Hawaii region.
Shoreline brings a truly boutique and fresh hotel product to the Hawaiian market, said Niki Leondakis, CEO of Commune Hotels & Resorts, Joie de Vivre’s parent company.
"The carefree spirit and warmth of the Joie de Vivre brand is reflected in the property, which marries daring design, individualized services and amenities in one of the world’s most coveted beach destinations," Leondakis said.
While the property has already had a soft opening, Surpia-Jones said it won’t be finished with all renovations until the end of the month. A grand opening and blessing are set for May 9, she said.
Sherree Elliott, a visitor from Vancouver, British Columbia, said she was delighted with her sneak peek of the property during a recent stay.
"It’s a nice, clean hotel in a good location," Elliott said. "I’ve got no complaints."
The property’s new rates range from $199 to $479 a night with a $159 introductory special. While many Waikiki hotels are running at near capacity, the question is whether the 1970s attitude and overhaul will be enough for this off-beach property to continue to command those rates.
"I think it will be a well-received product," Laurino said. "The guests are getting a new hotel even though it’s an old building, and we’ve brought the product level up to a 3 1/2- or four-star."
Supria-Jones said, "We are excited to be here, and we think we’re setting a new trend for Waikiki."
Joseph Toy, president and CEO of hotel consultancy Hospitality Advisors, said JDV adds to offerings in the Waikiki market.
"They are an innovative hotelier with good financial backing and strong marketing skills," Toy said. "Since every new brand wants to get a foothold in Hawaii, I would expect them to look for other properties that they can reposition."
That would be groovy.
