American musician Pharrell Williams has revived the art deco architecture of the local area with colorful murals and charming interiors in his new hotel, created with entrepreneur David Grutman of Groot Hospitality on Miami Beach.

The newly-opened hotel, named The Goodtime Hotel, was designed by New York-based architect Morris Adjmi, with its interior designer Ken Fulk and the landscape architect Raymond Jungles. 

The 266-room hotel offers a breathing experience for its spaces and rooms, it was envisioned as a new form of relaxed escapism swinging like in a tropical oasis.

Located on Miami Beach’s Washington Avenue and 6th Street, the hotel offers "an escapist, transportive atmosphere" through its reimagined Art Deco aesthetic, which unwinds over nearly 100,000 square feet (9,290 squad meters) of public space.

Grutman and Williams worked alongside the real estate developers Michael D. Fascitelli and Eric Birnbaum of Imperial Companies who assembled and ultimately developed the full square block between 6th and 7th Streets. 

The team has created a unique marquee concept in Miami Beach’s hospitality scene: The Goodtime Hotel promotes an active, balanced lifestyle of equal parts happy pursuits and relaxed escapism, all within an everything-at-your-fingertips tropical oasis. 

The Goodtime Hotel provides a place for both hedonistic revelry and laidback R&R.

"We want The Goodtime Hotel to impart a feeling of both revitalization and that rare, exciting thrill that takes over when you discover something special," said Pharrell Williams. 

"It’s that adrenaline-fueled sensation of entering a whole new setting and a whole new mindset. This place will provide a natural good time, for all who come through," added Williams. 

Situated in a central, historic section of South Beach, along the town’s famed Washington Avenue, the hotel's corrugated facade, airy atrium entryway, hand-painted hothouse murals and Deco plasterwork. 

The design of the hotel was envisioned to recall "the opulence and nostalgia of a time gone." But this hotel has been entirely designed for modern travelers’ tastes, according to the hotel.

The hotel's 266 guest rooms range from majority individual Queen bed accommodations to a handful of Suites. While many rooms have direct views west to Biscayne Bay or east to the Atlantic ocean, the hotel also "guarantees Instagram-worthy sunrise or sunsets on a regular basis." 

Moreover, each of The Goodtime Hotel’s guest rooms features custom bedding, bespoke drapes (including a blackout option, in the event you need a few more hours to recharge), leopard-print benches, Ortigia bath amenities, and a signature pink rotary dial phone. 

In the guest corridors, a carpet woven with mock wet footprints amplifies the playful charm of Miami Beach.

"My first hotel needed to break the mold," said David Grutman. "I wanted to provide the 360-degree Groot Hospitality experience that our other venues are known for, but I also wanted to add more." 

"This is about providing a getaway within a town that’s already known as a vacation spot. When you arrive at the hotel, and walk through our doors, it becomes a full on experience." 

"When you’re at the Goodtime, we want you to feel like your worries and anxieties have been left outside. I am proud to have worked closely with Pharrell, Michael, Eric and Ken Fulk on bringing this hotel to life," added David Grutman.

The hotel includes a restaurant, called Strawberry Moon, as well as a 30,000 square foot (2,787 square meters) pool club. The Strawberry Moon restaurant serves up classic and casual Mediterranean fare and a full array of specialty cocktails for lunch and dinner, inside or poolside. 

"Strawberry Moon amplifies modern Miami’s crossroads of culture and energy, with Fulk’s design concept channeling mid-century Caribbean and Central American resort towns (such as Havana and Acapulco in their throwback days). Think: broad stripe pastel tiling, vintage scalloped bar seating, pinstriped awnings, and more," said The Goodtime Hotel.

The Goodtime Hotel's ground floor, covering a total of 45,000 square feet (4,181 square meters), includes retail spaces, a gym, featuring MyBeast and Peloton equipment, and a Library, a glossy peach-hued and natural oak-clad room meant for anything from coffee to cocktails to casual business meet-and-greets. 

The library is conceived as a sociable meeting ground within the hotel, where guests may seamlessly transition from work mode to weekend mode, if and when they so choose.

The Goodtime Hotel was opened for guests' stays on April 15, 2021.

All images © Alice Gao 

> via The Goodtime Hotel