Hotel Emblem | Guest Room | Hatch Design Group

Viceroy’s Hotel Emblem Opens

Design grounded in literary, artistic feel

Boutique Design

Viceroy Hotels & Resorts’ Hotel Emblem, owned by DiamondRock Hospitality Co., has officially opened in San Francisco. Design of the property, formerly the Hotel Rex, by San Francisco-based Wilson Ishihara (public spaces) and Hatch Design Group (guestrooms) draws inspiration from the Beat Generation.

In the lobby, a wood front desk is reminiscent of a writer’s desk. To the right, a writer’s alcove is situated within a full-height book wall. The 96 guestrooms are defined by bold colors and playful patterns. Poetry references throughout the rooms nod to the personas of the Beats. The accommodations' aesthetic is grounded in a residential feel with contemporary art and European-inspired furniture. At each bespoke desk, a French bistro chair sits in front of an inspiration board that allows guests to interact with Beat references such as photo booth strips and notes from celebrated writers.

The hotel’s Obscenity Bar & Lounge will open in early February. Adjacent to the bar will be a bohemian-style lounge, complete with abstract art. There, a long communal table adorned with a cross-section design of cut-up transcripts from the 1957 trial brought upon Allen Ginsberg for his racy poem, “Howl!” echoes the Beat Gen theme.

Bluestone Lane will also open within the lobby early next month, serving up coffee and seasonal fare.

Photo: Business Wire