With the transformation of the famed, iconic Ambassador East Hotel and its legendary Pump Room into PUBLIC Chicago, this endeavor is more than just a rebirth of a Chicago institution - it may well represent the revitalization of the hotel concept itself and another worldwide wakeup call for the entire industry.
PUBLIC is a new class... a new breed of hotel. Its fundamental attributes are innovative, sophisticated, authentic style (something we have come to expect from Schrager); spot-on, personalized empathic "essential" service that makes people feel special; lasting comfort with complete functionality, all at a tremendous value. For the first time, this type of hotel experience will be available for everyone and anyone who wants it. What is unusual is that it is inclusive, rather than exclusive. Ian Schrager has taken the best from the luxury set, the best from the boutique/lifestyle set and the best from the limited service model and created a new kind of hotel where everything has been rethought and every original idea updated. This brand will be defined by the unique experience it creates rather than by a business classification or price point.
At PUBLIC service matters most. But the key point of differentiation is in the kind and quality of services it offers. The brand will only offer services that matter, those that guests really want and need rather than an array of superfluous services they do not use. For Schrager, this marks a new approach devoid of excess and a rejection of the old-fashioned idea of what defines "luxury" and what it actually means to people.