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Falstaff Magazin International Nr. 3/2022

travel/ INTERVIEW The

travel/ INTERVIEW The EDITION hotel in London: Modern touches like the photo of Hendrik Kersten blend harmoniously into the historic surroundings. 40 falstaff winter 2022/23

THE FATHER OF BOUTIQUE HOTELS In the 1970s, he became famous as co-founder of the New York nightclub Studio 54. Later, Ian Schrager made headlines as the inventor of boutique hotels. Today, the 76-year-old entrepreneur is still setting standards in the hotel industry. BY KATHARINA KOTRBA Photos: Nikolas Koenig, Mark C O‘Flaherty/Camera Press/picturedesk.com In 1977, when Ian Schrager and Steve Rubell opened the doors of their New York nightclub Studio 54, everyone – including the two co-founders – was surprised by its extraordinary success. In their club, ordinary mortals mingled on the dance floor with international celebrities like Andy Warhol, Liza Minnelli, Elizabeth Taylor and Michael Jackson. Seven years later, the successful pair opened their first hotel, the Morgans on Madison Avenue. It was an immediate hit, thanks to its detailed design features, excellent service and the glamorous lobby that soon became an important meeting place. The Morgans went down in the history books as the world’s first boutique hotel. More hotel openings followed: the Gramercy Park in Manhattan, the PUBLIC in New York, the Delano in Miami and, since 2013, the EDITION hotels. Although no two hotels are alike, they all have one thing in common: a magical luxury atmosphere, for which Schrager has a special talent FALSTAFF Studio 54 was a beacon of New York nightlife and changed the disco scene forever. Do you know today why everyone, including the biggest celebrities, preferred your nightclub? IAN SCHRAGER We had the same music everybody had, and we had the same liquor as everyone else. But Studio 54 was a place where people could let go, let loose and be free. Without fear of reprisals. It’s a part of the human condition: We all like to let it all hang out and have fun when we can. It’s been like that for 5.000 years and I don’t think that will ever change. After Studio 54, you took off in the hotel industry. Your first project, the Morgans on Madison Avenue, became an immediate success. Why? My business partner Steve Rubell and I wanted to open up a hotel for our generation. Not a hotel for my parents. Something that hadn’t been done before. We went about reinventing and rethinking every step of the process. At that point, other hotels were generic – everyone in the hotel industry was trying to be all things to all people. We weren’t. We were trying to be something very specific and focused. Since the Morgans Hotel, you’ve been named the inventor of the “boutique hotel”, how did the term find its origin? It was actually Steve Rubell who coined it, when he was explaining to the press < winter 2022/23 falstaff 41