Pharrell Williams’ new boutique hotel brings ‘Goodtime’ to South Beach

MIAMI BEACH, Fla. – Pharrell Williams is taking a risk during the coronavirus pandemic. The Grammy award-winning musician and fashion designer joined the hospitality industry in Miami Beach.

“This is fruition,” the creative entrepreneur said. “This is The Goodtime Hotel.”

Pharrell and Miami’s David Grutman, who partnered to open Swan Miami in the Design District, are preparing to open a seven-story boutique hotel in South Beach. The modern structure dominates a block of Washington Avenue.

“We wanted to give our guests an opportunity to really have a community building where they could sleep, relax, recharge,” said Grutman, who co-owns several local restaurants and nightclubs including LIV at Fontainebleau and Story.

Architect Morris Adjmi designed the distinct 266-room hotel’s ivory Z-shaped building. He worked with Imperial Companies real estate developers Michael D. Fascitelli and Eric Birnbaum to extend it from 6th to 7th streets.

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Raymond Jungles, a Miami-based landscape architect, softened the linear designs of the main entrance with greenery. Long hexagon-shaped chandeliers pair well with the atrium-inspired ceiling.

“Hopefully we hit you with what you see, what you taste, and with what you smell,” Birnbaum said.

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