Tropical spirit, timeless charm

Premier, an end-to-end architecture, design, procurement, project management and development firm, will lead the interior design, procurement and project management of the Crowne Plaza La Concha Hotel in Key West, FL, which has been rebranded to Autograph La Concha Key West. Premier will be working in partnership with sister company, hotel management firm, Remington Hospitality, who will be managing the property, which is slated for completion in early 2024.

Premier will be responsible for the comprehensive transformation of Autograph La Concha Key West’s lobby, bar and restaurant, as well as upgrading the exterior, modernizing guestrooms and guest bathrooms, refreshing corridors and rejuvenating the pool and fitness center. As part of the renovation, the previously underutilized spa will be converted into premium roof-top suites.

Autograph La Concha Key West will showcase a design that seamlessly harmonizes the Autograph brand with the timeless charm of Key West. The rebranded hotel will deliver a chic, modern aesthetic that pays homage to the vibrant tropical spirit of Key West while honoring the distinguished guests who’ve visited the landmark hotel throughout the years, including literary luminaries such as Ernest Hemingway and Tennessee Williams. The design will provide guests with a lush, laid-back island experience and create a relaxing, yet stimulating ambiance, for guests.

“The Florida Keys is one of the strongest and most exciting domestic lodging markets in North America. With such consistent hotel growth taking place in Key West, we’re honored to lead the interior design of the newly rebranded Autograph La Concha,” said Hector Sanchez, CEO, Premier. “Access to year-round tourism and unique attractions are two leading factors driving travel and tourism to this area. The transformation of the newly renovated La Concha will further attract travelers to the lively and fun city with a central and convenient location.”

The design inspiration for the hotel boasts vibrant coastal elements with textured fabrics and furniture like rattan, natural wood and stone to create a comfortable and inviting space for guests. The primary color palette theme throughout the hotel is blush pink inspired by the rare pink pearl found in one out of every ten thousand conch shells and the pastel colors that have been a part of the island’s architectural heritage. Drawing further influence from the tropical surroundings, the incorporation of various accents of green and blue throughout each space pays homage to the island’s lush vegetation and vibrant coastal waters, embodying the city’s unique and cheerful character. Overall, the design will deliver a tropical yet local feeling for guests.

Located on Duval St. in the heart of Old Town Key West, Autograph La Concha Key West is situated within walking distance of major attractions, shopping, entertainment and nightlife including numerous water-sport opportunities, beaches and diving. The hotel is also closely located to Mallory Square, The Hemingway Home and Museum, the Truman Little White House and the Mel Fisher Maritime Museum.

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