SAN FRANCISCO (September 19, 2018) – Viceroy Hotel Group is enticing travelers to leave the status quo with the announcement of its new San Francisco boutique hotel, Hotel Emblem. The 96-room property, formerly Hotel Rex, will re-open in early 2019 after an extensive renovation and rebrand inspired by the Beat Generation.

Every corner of Hotel Emblem is being reimagined to spark conversation and empower guests to think and act boldly.

Hotel Emblem is ideally located in the heart of the city, at the confluence of two storied neighborhoods, Union Square and Nob Hill. The hotel is owned by DiamondRock Hospitality Company and is newly a member of The Viceroy Urban Retreats, poised to redefine the modern hotel experience.

“San Francisco is one of the most diverse and extraordinary cities in the country, and it is our goal with Hotel Emblem to reflect and tell the story of its distinct character and expressive history,” said Brad Busby, General Manager. “Every detail, from the symbolic name choice to the dramatic, purposeful design, is an expression of the pioneering nature of the city and its people. We are honored to debut Hotel Emblem next year as one of the most authentic and dynamic new destinations for drinking, dining, culture and accommodations in San Francisco.”

Hotel Emblem is located at 562 Sutter Street in San Francisco. For more information, please visit: