Creator and fomer CEO of the Viceroy Hotel Group, Brad Korzen, and partners Brian De Lowe and Alex Samek have announced the launch of their new brand, Proper Hotels.

The central tenet of the brand is to offer bespoke hospitality experiences that bring a modern approach to centuries-old traditions. 

“Back in the late 19th and early 20th century, every great city had a grand hotel," explains Brad. "These hotels were as much a part of the city’s identity as its monuments and museums. They were destinations for travellers and gathering places for locals. They were where things happened. Although times have changed, we love what these old world institutions stood for and we think it’s a great time to expand on their legacy.”

The first property is set to open in San Francisco in quarter four of this year, and will be a 135-room boutique hotel in a newly-renovated historic building located in the centre of the city's mid-market neighbourhood. With Kelly Wearstler Interior Designs on board, the hotel will feature three restaurants on the ground floor, as well as a restaurant and bar on the rooftop. 

Next on the agenda will be sites in emerging innovation districts in areas such as Los Angeles, Austin and Brooklyn.