Hyatt prepares to launch Caption brand –


First launched in September 2019, Hyatt Hotels Corp. reports that the first Caption by Hyatt property is gearing up to open this summer in Memphis, Tennessee.

The upscale, limited-service concept with a design aesthetic that reflects “eclectic contemporary meets urban industry” has evolved since its inception and will focus on providing social spaces, culinary programming, as well as commitment to diversity and sustainability. Hyatt didn’t offer a cost per key price for the development, but it said the application fee for Caption was $95,000 plus an additional $500 for each room over 200 rooms.

Rendering of the lobby of the first property in Memphis, Tennessee

The 136-room Hyatt Beale Street Memphis Caption will be followed by openings in Shanghai, Osaka, Tokyo and Saigon through 2025, according to Hyatt. Planned to be located in the metropolitan and downtown markets as well as mixed-use lifestyle developments, here is a schedule of upcoming openings:

Caption by Hyatt Shanghai Zhongshan Park (opening early 2023)

Legend by Hyatt Namba Osaka (Opening 2024)

Legend by Hyatt Kabutocho Tokyo (Opening 2025)

Legend by Hyatt Ba Son Saigon (opening 2025)

Rendering of Memphis, Tennessee property facade

Crystal Vinisse Thomas, vice president and global leader of Lifestyle & Luxury brands at Hyatt, told HOTELS on Monday that research and development for Caption by Hyatt began before the pandemic. “During the pandemic, we have continued to take a thoughtful approach in building the Caption by Hyatt brand, from finding customers to creating our F&B concept, Talk Shop, and more,” she said. .

“We renewed our focus on how we are refining our Caption by Hyatt brand positioning to truly be of the community, not just in it, to continue to ensure that we are thinking about how we present ourselves in these destinations with purpose and fostering authentic connections through our design and programming,” added Thomas.

Another rendering of the lobby revealing the café-style environment

Designed by HBG Design, Caption by Hyatt Beale Street Memphis is housed in the historic main building of Wm. C Ellis & Sons Ironworks and Machine Shop, one of the oldest and oldest businesses in the city. The historic building will house the ground and second floors of the hotel, and a new bedroom tower will rise above. The property will combine a layering of colors, textures and hand-painted murals that nod to the city.

A commitment to sustainability will also be embedded across all levels of the brand, including banning single-use plastics, placing hydration stations on every floor, and using materials with recycled content as well as materials that are self-sustaining. improve with age and use.

Hyatt guest bedroom rendering caption

Here are some more details about the concept:

The heart of the Caption by Hyatt experience is Talk Shop, the lobby experience that includes an all-day lounge and workspace, cafe, restaurant, take-out craft market, and cocktail bar.

In collaboration with Union Square Hospitality Group, the Memphis property will also feature a patio and beer garden with open fire pits and exposed brickwork that will be incorporated into the building’s historic decorative facade. Signature culinary items will include an all-day Hearth Bar with locally baked breads and spreads.

Taking its ESG mission seriously, the brand is reportedly committed to hiring diverse and local talent, vendors, artisans and suppliers.

“We renewed our focus on how we are refining our Caption by Hyatt brand positioning to truly be of the community, not just in it, to continue to ensure that we think about how we
show up in these destinations with purpose and foster authentic connections through our design and programming. – Crystal Vinisse Thomas

Bedrooms feature repurposed non-traditional materials and modular closets. In Memphis, industrial barn-inspired sliding doors open to reveal custom local-themed wall coverings, enclosed rain showers, large vanities with ample lighting, and counter space.

Technology-based features include simplified check-in, mobile key, and mobile restaurant service. Guests will also have access to room keys in Apple Wallet, which allows World of Hyatt loyalty members to use their iPhone or Apple Watch to unlock rooms and key card-protected common areas like gyms, pools and elevators.

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