“We’re leveling up,” says Pharrell Williams, as we sat poolside in a pink-trimmed cabana. Miami entertainment guru David Grutman responded, “We’ve trained our entire lives for this.”
Business partners talk about The Goodtime Hotel – their first collaborative lifestyle hotel brand and second joint venture after celebrity favorite restaurant in the Design District, Swan. The hotel has just opened in South Beach, Miami, and only good vibes are promised in this oasis of stay and play for visitors and locals alike.
The 266-room property evokes an escape atmosphere with its reimagined Art Deco aesthetic, which takes place in a massive 100,000-square-foot public space. For size, it’s about a block from New York. The hotel sits prominently in a central, historic section of South Beach along Washington Avenue – a street that was once an iconic street in the neighborhood, dotted with Miami pillars but has since lost its luster and has been somewhat little abandoned. When given the opportunity to revitalize this corner of town, Williams and Grutman just couldn’t turn it down.
“We knew we had the opportunity to bring something new and unique to the neighborhood, and we didn’t want to lose sight of it,” said Williams. “Not even the pandemic.”
It has been a project of over three years for the duo, which really complement each other in business, creativity and passion. As Grutman described, they have a common goal of greatness with careful attention to detail, and were laser-focused to advance global calamity. The journey, though winding and eventful with a pandemic to boot, culminated in a triumphant grand opening of a hotel that shatters the mold of hospitality, and is poised to energize South Beach for years to come. After all, it’s accidentally called The Goodtime Hotel, and who knew how much we would need that optimism now.
To enter the property, guests are guided through an expansive airy atrium, filled with potted palm trees and sun-bleached furniture. Once inside, you’re greeted by exotic hand-painted murals, decorative plasters, surreal wallpaper, and playful elements, all designed by acclaimed designer Ken Fulk. The vibe feels nostalgically opulent and very Miami Art Deco, which is underscored by the resort’s color choices – a peach and green palette – and cheeky design touches in each space.
Inside, the exceptional shared space is the natural oak bookcase, which Pharrell reveals was partly inspired by Wes Anderson’s character, Margot Tenenbaum. The bookcase, designed as a versatile space for coffee or cocktails, is adorned in shades of pink with coffered ceilings, book-lined walls, and quirky details such as animal lamps, patterned cocktail tables. pineapple, rotary dial phones and upholstered sofas. . Dave Grutman and Pharrell Williams wanted him to feel absolutely impossible not to feel happy on entering.
“I have such a romantic idea of Miami and what it could have been like,” shares the inimitable Ken Fulk in our same poolside cabin, describing his cinematic creation process in the design of Goodtime. “I wanted it to be reminiscent of the past, but also something that people have never seen or experienced before and that is the secret sauce. When you are able to get people to come somewhere and feel comfortable while taking their breath away. “
The hotel’s indoor-outdoor restaurant is nicknamed Strawberry Moon, named after the moon phase before the summer solstice. The full-service restaurant and bar offers Mediterranean cuisine day and night with a range of festive cocktails, and is the true centerpiece of the property. The restaurant is outfitted with a Miami Vice palette of pinks and teals, with pinstripe canopies, scalloped chairs, and wicker light fixtures.
The restaurant leads directly to the expansive rooftop terrace that spans an entire acre, highlighted by two parallel pools with candy tiles and surrounded by lush cabanas, lounge chairs, an outdoor bar and dining area. a path of palm tree sculptures. “There are all those things you can’t do in swimming pools!” Ken Fulk joked, sharing anecdotes about what it was like trying to turn his dream pool into reality. “I thought it was a great idea, until you realized that public swimming pools have insane restrictions on what color they can be. But we got over that hurdle and got a pink and white striped pool, which is maybe my favorite silly thing.
Pharrell Williams knows they’ve created something special. “It’s that adrenaline-fueled feeling of entering a whole new frame and a whole new state of mind,” he said. Grutman – who owns Miami’s celebrity favorite nightclubs LIV and Story and Komodo, Swan and Papi Steak restaurants – is excited to translate his nightlife and entertainment expertise into his new leisure complex. Unsurprisingly, opening week has already attracted celebrities like David Guetta and many more. And when asked what we can expect in terms of programming, Grutman rightly replied, “Come on, it’s us.”
Rooms range from queen-size beds to suites, offering direct views west over Biscayne Bay or east over the Atlantic Ocean, ensuring Instagram-worthy sunrises and sunsets. Each of the rooms at the Goodtime Hotel has been designed as ‘everything you need and nothing more’ but comes with all the essentials, such as personalized bedding, bespoke curtains (including a blackout option, in case where you would need a few more hours to recharge), Sicilian Ortigia toiletries and a leopard print bathrobe. In the guest halls, a green carpet woven with latticework and wet footprints evokes the playful charm of Miami Beach.
Thanks to the alchemy of David Grutman and Pharrell Williams, the Goodtime Hotel equally promotes hedonistic revelry and Laid-back R&R, all in a tropical retreat all at your fingertips. To use a very Pharrell word, the hotel is simply ‘happy’.