Iconic motorcycle marque Norton to front lifestyle hotel brand


UK: Silver and Black Company, under license from Norton Motorcycles (UK), has developed a hospitality brand called Norton Lifestyle Hotels.

The company plans to open 14 hotels over the next 10 years in locations as diverse as the US, Canada, Australia, New Zealand, Japan, Singapore and Europe. It describes them as “sanctuaries for the road warrior to get out of the rut on the road”.

Silver and Black Company said: “Norton is an iconic British brand steeped in motorcycle tradition since 1898. Norton Lifestyle Hotels combines this proud and prestigious motorcycle heritage with a story of urban renewal and gentrification, delivering an eclectic, chic, edgy, contemporary hotel, somewhat bohemian, perhaps post art deco and industrialisation.

“The character of each hotel is unique as dictated by the architecture and neighbourhood. This encompasses not only out-of-the-box concepts, services, design, and innovation, but also personal, friendly service with unique food, beverage, and entertainment that draws from the locale and panache. Each property is part of the fabric of the local neighbourhood and culture in which it operates. A reflection of each locality, the hotel provides an oasis where bikers, executives, and road warriors share a comfortable space,” the company added.

Silver and Black Company chairman Daniel Holmes will be in attendance at Boutique Hotel Summit 2013.


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