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(18 September, 2014) – Anticipating the launch of its first-ever hotel in the United States, Swire Hotels has named hotelier veteran, Laurent Fraticelli general manager of EAST, Miami, set to open its doors in fall 2015. The property will be located in Brickell City Centre – Swire Properties Inc.’s $1.05 billion mixed-use development in Miami's downtown district. It will be the hotel group's third hotel under the EAST brand, after the successful openings of EAST, Hong Kong and EAST, Beijing. The hotel will house 263 rooms, including 8 suites and 89 serviced apartments which are essentially long-stay hotel rooms with kitchen and laundry facilities as well as a variety of genuinely innovative restaurants and lounges, including the globally acclaimed Uruguayan eatery, La Huella; a 40th-floor spectacular rooftop bar, a poolside bar and lounge on the 5th floor and a collaborative work space café at the lobby.

“As a lifelong connoisseur of luxury hotels and five-star dining experiences, Laurent’s post as General Manager for EAST, Miami is undeniably a fantastic fit for our brand and we couldn’t be more delighted to welcome him as one of the first executive members of our management team,” said Brian Williams, Managing Director, Swire Hotels. “Additionally, his senior restaurants and bars experience at top U.S. properties is expected to enhance our hotel’s banquet, in-room dining and restaurant operations.”

Fraticelli, a native from Marseilles, France, brings to his position more than 20 years of exceptional management experience. He is exactly in line with the brand’s young and vibrant essence, as he’s worked at some of the best hotels along the east and west coast, including his recent position as General Manager of Soho Beach House in Miami. In addition to his daily operational duties, he also travelled to Latin America representing and expanding the Soho House brand. A year prior to that hotel opening, he was General Manager of Soho House New York.

In 1993, Fraticelli began his career in New York at the prestigious Hotel Plaza Athénée as Room Service Manager and by 1997 he became Food and Beverage Manager. He was then appointed Director of Room Service at New York’s legendary St. Regis Hotel and a year later was recruited to launch the first W Hotel in New York as the Director of Food and Beverage, where he remained with the brand until 2001.

Fraticelli spent the next five years with André Balazs’ The Standard Hotels, as General Manager at The Standard Hollywood, The Standard Downtown Los Angeles, and The Standard Miami, where he was a part of the pre-opening team. In 2006, Fraticelli became Executive Vice President of Palisades Development Group where he oversaw the expansion and launch of Custom Hotel and Palihouse.

Fraticelli studied at Switzerland’s renowned Lausanne School of Hospitality Management and completed Cornell’s Professional Development Program in Human Resources and Finance. He is fluent in French, English and Spanish.

In Miami, Fraticelli enjoys kite surfing, wakeboarding as well as running marathons and skydiving.

About Swire Hotels

Swire Hotels has been created to manage intriguing urban hotels in Hong Kong, Mainland China, the United Kingdom and the USA, providing a characterful experience for travellers who seek individuality, style and personalised service.

The company’s first hotel, The Opposite House in Beijing, opened in 2008 and was followed by The Upper House, Hong Kong, and then by EAST, Hong Kong and EAST, Beijing. The Temple House in Chengdu is due to open in December 2014 and EAST, Miami in Q4 2015.

Swire Hotels has also created a stylish collection of locally inspired hotels in the UK: the first Chapter Hotel, The Montpellier Chapter, opened in Cheltenham in 2010 and was followed by The Magdalen Chapter in Exeter.

A restaurant division was set up in 2013 to manage the company’s standalone restaurant operations: the division’s first restaurant, Plat du Jour, opened in Quarry Bay in Hong Kong in November 2013.

Contact: Tania Joslin or Deidre Ling – Petrie PR or / (65)6908 0698 or 6908 0697

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