Lifestyle brands: Distinctive storytelling through design
hen Ian Schrager and Steve Rubell opened the doors of the Morgans Hotel NYC to the public in 1984, not only did they create a new category of hotel – ‘the boutique’ – but they launched the next generation of experiential design in the hospitality industry. For Schrager and Rubell – who also created Studio 54 – opening an experience-driven hotel was not a ground-breaking feat but, when they opened without a functioning kitchen
