Unique, On-Trend Hospitality Brand Selina Enters U.S. Market in Miami

Selina, a global community of boutique destinations that also provide co-working spaces, local experiences and other recreational offerings, is set to open its first U.S. location in Miami’s Little Havana neighborhood this September. It embodies today's in-demand millennial trends by providing accessible hotel housing, co-working space, and tastefully curated art from the local community. In order to introduce U.S. customers to the brand, Selina has teamed up with local retailer Brothers and Brawlers to launch Selina Brawlers, a concept store in the Wynwood Arts District that will offer a mix of curated goods including eyewear, motorcycles, vintage and modern décor and productsdesigned by Selina’s Creative Director, Oz Zechovoy, and Brothers and Brawlers's Sebastian Ramirez.

Set to open in June, the store will also offer co-working space with complimentary Wi-Fi adhering to the Selina model, which aims to promote gathering and community in a comfortable environment. “Miami was the perfect location for Selina’s U.S. expansion because of the city’s energy and flavor, it’s rich history, mix of cultures, the list goes on,” said Steven Ohayon, Head of Business Development for Selina. “There’s the sand and surf that Selina guests know and love, but also a huge art scene, a growing wellness community and endless things to do. Tourism in Miami is booming, and we’re excited to host travelers and show them a holistic look at the city.”

The store’s concept came to fruition via regular inquiries from guests to purchase items on display in the hotels, which are usually crafted in collaboration with local artists and designers in the region the hotel is located. The brand is currently operating in Latin America and the Caribbean and aims to cater a holistic experience to the adventurous, nomadic traveler. Selina’s hotel will be located in the former Tower Hotel, which is currently being remodeled with local artisans in order to “bring new life to old spaces around the world."

Article By: Katya Demina