Levi Strauss and Ace Hotels collaborate with suite results
The Ace Hotel chain appeals to creative types — the fashion designer, DJ, architect set -- and the resort’s employees probably don’t dress much differently than guests, since jeans are a part of the official Ace uniform in each of the four* hotels: Palm Springs; New York; Portland, Ore.; and Seattle. Now the affordable chain of inns (room rates run $119 to $149, and suites, $399 to $459 during the high season, which starts in October) officially partners with Levi Strauss & Co. for Suite 501, a denim-decorated room for its Palm Springs Ace Hotel & Swim Club.
A mock-up of the room was on display in a '20s era house just off Sunset Boulevard in the shadow of the Chateau Marmont on Thursday, a former residence on Selma Avenue that a few months ago became the new home of Levi's VIP space/entertainment industry networking hub, headed by Sheri Timmons, director of engagement marketing for Levi’s who worked with Ace owner Alex Calderwood on the project.
The room featured a denim upholstered headboard, Levi’s pillowcases and artwork from Levi’s most recent campaign, shot by Ryan McGinley. The Walt Whitman poem “Go Forth,” the focus of Levi's recent marketing campaign, is painted on a denim tapestry. The curated ephemera vibe matches the hotel's rustic chic campground aesthetic; canvas covered walls, salvaged furniture, Native America throws and portable record player in every suite.
"You know the comfortable feeling of putting on your favorite pair of 501s? That's what we were trying to re-create," said Calderwood. He said the partnership came about because the denim company has achieved what he's trying to do in the hospitality business. "There are only two brands that reflect the kind of authenticity we're going for," he said. "Levi's and Converse."
So does that mean we could see some Ace/Converse kicks coming down the pike next? Maybe a room with parquet floors and a Chuck Taylor jersey hanging on wall?
"I've got some friends over at Converse," Calderwood said. "It's something we've talked about."
-- Max Padilla. Adam Tschorn contributed to this report.
Photo: A mock-up of Suite 501, a collaboration between Ace Hotels and Levi's, which will be available at the Palm Springs location. Photo credit: Levis Strauss & Co.* 8/25/09: An earlier version of this post said there were five Ace Hotels. There are four.