Brand building is an art and the 130-key Shinola Hotel in downtown Detroit is previewing its concept with an authentic video that is bound to grab attention.
Rather than just touting the perks of the property, the boutique brand and its local real estate development partner, Bedrock, released a preview video focused on the craftsmanship of the project, urban revitalization and a spirit of community. It is not your garden variety promotional video, and that is what makes it so compelling.
The hotel, managed by now-Detroit-based Mac&Lo, will feature Detroit-inspired design from the Gachot Studios, coupled with a food and beverage program from New York-based NoHo Hospitality Group. Detroit-based Kraemer Design Group is the architect of record for the project.