Generator Makes Its U.S. Debut in Miami

Generator’s first U.S. property, Generator Miami, has opened its doors.

Along with 300 beds in 105 rooms, Generator Miami showcases three carefully curated food & beverage venues with strong local roots; an array of spontaneous, anything-can-happen public spaces; and surprise-filled 24/7 programming from yoga classes to rap battles to mixology demos.

Located on legendary Collins Ave., Generator Miami is 100 ft. from the beach and close to Miami International Airport.

“For the first Generator in the United States, we couldn’t ask for a more perfect setting than Miami, considered home to one of the largest collections of design and style in the world,” said Generator CEO Alastair Thomann. ”For Generator, it’s also an opportunity to plant a flag in one of the world’s great leisure destinations, a city whose cultural energy, rich texture, legendary nightlife, and general sexiness fascinates our target group.”

Generator touts a 45% repeat-stay rate for guests; American travelers who’ve discovered the brand in Europe have been clamoring on social media for a Stateside opening, Thomann said.

An adaptation of a classic 1940s-era condo called the Atlantic Princess, Generator Miami feels like a pop fantasy of a Miami Beach resort—lush with palm trees and greenery, bathed in Miami neon, with a pool as its social focus. Argent Design, the London-based creative group, was tapped for the project, overseeing the building’s conversion and design through its Miami office, creating bespoke furniture and features specially for the property.

Generator’s in-house team has art-directed the property’s 105 rooms and multiple public spaces. The main mural on the façade facing the swimming pool has been designed and painted by renowned South African artist Chris Auret, famed for his Mandela paintings and murals, street art, and styling of Afrika Burn, the Burning Man regional event in Africa. For rotating art throughout the year, Generator Miami will enlist a range of art partners, including the famed Amsterdam collective Kamp Horst, whose artwork in Generator Amsterdam has won worldwide acclaim.

As it does in every city where it opens, Generator fine-tuned its offerings to the Miami market. Generator Miami offers Generator’s signature mix of shared accommodations and private rooms, with a higher proportion of private rooms than at any of its European Generators.  Miami is also the first Generator in the world with a pool, and the first with a “leisure resort” feel, said Thomann. “The whole building has a completely different feel from the rest of our portfolio, but still feels very much like a Generator. It’s our interpretation of Generator’s city look and feel for a Miami Beach resort,” he said.

Miami mixology star Gui Jaroschy, best known for his role launching Broken Shaker, has been named director of bar and restaurant concepts at Generator. A 12-year veteran of Miami Beach’s bar scene, Jaroschy is renowned for wildly creative cocktail programs rooted in classics. Chef Daniel Roy, a Florida native whose long Miami resume includes stints at 3030 Ocean and the Matador Room, will run Generator Miami’s kitchen.

Miami will also become a lab for Generator’s brand partnerships, which have involved entertainment, food/beverage and lifestyle brands in Europe. Heineken, Pernot Ricard and Ben & Jerry’s have already signed on as partners with Generator Miami; while details are under wraps, brand programs will launch post-opening.

Launched in 2011, Generator has already grown to 13 properties in European capitals like London, Amsterdam, Madrid, Paris and Rome. Each Generator mixes private rooms with shared accommodations, all at accessible price points. Every Generator features free WiFi, 24-hour reception, female-only accommodations, a travel shop, bar and café.