Starwood to Bring Element Brand to Detroit

STAMFORD, CT—Starwood Hotels & Resorts Worldwide, Inc. is planning to debut the Element Hotels brand in Detroit in July 2018, following an adaptive-reuse project that will transform the Metropolitan Building into an upscale mixed-use development.

Element Detroit will be owned and developed by Metropolitan Hotel Partners, LLC, a joint venture between Detroit-based Means Group and Roxbury Group, and will feature 110 guestrooms.

“We look forward to introducing Element to Detroit with this exciting adaptive-reuse project that will retain the historic charm of the Metropolitan Building, while turning it into a sleek and stylish destination for travelers visiting the Motor City,” said Brian McGuinness, SVP of specialty select brands for Starwood. “On track to more than double its global portfolio in the next three years, Element offers travelers bright modern design, an energizing atmosphere, and everything they need for smart, sustainable living.”

The 14-story neo-gothic Metropolitan Building was designed by the Detroit firm of Weston and Ellington and opened in 1925 as a jewelry emporium, housing diamond cutters, goldsmiths and silver workers on the upper floors and retail on the lower levels, according to the company.

Building on the recently opened Aloft Detroit at The David Whitney, the Element project will include the restoration of the hotel’s exterior and a top-to-bottom renovation of the interior, while preserving elements of the Metropolitan Building’s original lobby and mezzanine. The 100,000-sq.-ft. building will feature 2,000 sq. ft. of meeting space on the second-floor mezzanine level with views of the city skyline; approximately 7,000 sq. ft. of retail on the ground floor and lower level; and an outdoor patio on the 11th-floor rear rooftop.

“Element Detroit at the Metropolitan Building is a highly anticipated addition to the brand’s rapidly growing portfolio and will present travelers with an appealing, new option for short and long stays, right in the city’s Entertainment District,” said Allison Reid, SVP of North America development for Starwood. “The stylish and sustainable Element brand is gaining significant momentum in markets worldwide due to the success of its distinct lifestyle positioning and popularity with global travelers.”

“The new Element will help meet demand for high-caliber extended-stay lodging in downtown Detroit, as well as address the growing demand for business and leisure travel to downtown, particularly given its close proximity to the city’s top entertainment attractions,” said David Di Rita, founder and principal, The Roxbury Group. “With its historic appeal, smart design and diverse offerings, Element Detroit at the Metropolitan Building will serve an important role in the growth of the city and in our ongoing drive to preserve the city’s architectural gems.”

The property is accessible to Detroit Metropolitan Airport and located in the Entertainment District near Grand Circus Park, Comerica Park and Ford Field.