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Swire Properties Elects to Develop its East Hotel Brand for Miami's Brickell CityCentre

 The 236-room East, Miami will be the first East hotel in the United States

By Hannah Sampson, The Miami HeraldMcClatchy-Tribune Regional News

June 03, 2013--After receiving interest from several hotel companies, Swire Properties announced that the mixed-use Brickell CityCentre complex will get a brand developed by its Swire Hotels affiliate.

The 236-room East, Miami will be the first East hotel in the United States. Two other locations are in Hong Kong and Beijing. The hotel will also include 89 serviced apartments, two restaurants, meeting space and a rooftop bar.

Brian Williams, managing director of Swire Hotels, described East as an "upper midscale lifestyle brand." Rates, he said, would be set below Mandarin Oriental, Miami, which Swire Properties developed and still has majority interest in.

For the hotel, developers had a choice of 10 upscale brands, said Swire Properties President Stephen Owens. He said the East brand was a good fit.

"It has a sort of dynamic energy that we thought would really complement what we're doing at Brickell CityCentre," Owens said.

Vertical construction on the $1.05 billion development west of Brickell Avenue and south of the Miami River is set to begin in September. The hotel is set to be finished by the third quarter of 2015.


(c)2013 The Miami Herald

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