An announcement on the all-new website introducing West Elm hotels reads, “Modern travelers are curious, design-conscious, and hungry for a distinctly different hotel experience: one that fits their style and their lifestyle. With a delightfully eclectic design and an authentic independent spirit, west elm Hotels is revolutionizing hospitality and creating a brand new way to stay. All you have to do is bring yourself.” The announcement came in late September of 2016, and the brand publicized plans, according to Wall Street Journal, to launch in several cities in late 2018: Detroit, Minnesota, Charlotte, Savannah, and Indiana. The bespoke line of hotels, which will feature the brand’s overall aesthetic and design style, will launch in partnership with DDK, a hospitality management and company.

In a statement following the announcement provided to Business Wire, Jim Brett, president of West Elm, said, “After twenty-six consecutive quarters of double-digit comparative growth, including our successful entry into the commercial furnishings market with West Elm Workspace, we’ve created an active bond with our customers that can extend beyond home and work. By adapting the framework design of each hotel to reflect the mood and identity of its host city, we will continue to engage the adventurous spirit of our customers as they follow us to our next level of hospitality.” The hotels will each feature local design elements, all celebrating the craftsmanship and character of the communities surrounding them: handcrafted furnishings, local décor, artisanal cuisine, and tailor-made edifying elements that speak to the heart of the regions. Business Wire notes that artwork will be commissioned and curated locally for each guest room and communal, common areas.

The hotels will open late in 2018.