Musician Pharrell Williams enters lodging space with The Goodtime Hotel

The Goodtime Hotel—the first collaborative lifestyle hotel brand from David Grutman of Groot Hospitality and Pharrell Williams—has opened in Miami Beach. The 266-room property offers an Art Deco aesthetic over nearly 100,000 sq. ft. of public space.

Grutman and Williams worked alongside real estate developers Michael Fascitelli and Eric Birnbaum of Imperial Companies on the full square block property. Architect Morris Adjmi, designer Ken Fulk and landscape architect Raymond Jungles rounded out the team.

“My first hotel needed to break the mold,” said Grutman. “I wanted to provide the 360-degree Groot Hospitality experience that our other venues are known for, but I also wanted to add more. This is about providing a getaway within a town that’s already known as a vacation spot. When you arrive at the hotel, and walk through our doors, it becomes a full-on experience. When you’re at the Goodtime, we want you to feel like your worries and anxieties have been left outside. I am proud to have worked closely with Pharrell, Michael, Eric and Ken Fulk on bringing this hotel to life.”

“We want The Goodtime Hotel to impart a feeling of both revitalization and that rare, exciting thrill that takes over when you discover something special,” said Williams. “It’s that adrenaline-fueled sensation of entering a whole new setting and a whole new mindset. This place will provide a natural good time, for all who come through.”

The Goodtime Hotel stands in a central, historic section of South Beach. It features a corrugated facade, an atrium entryway, hand-painted hothouse murals and Deco plasterwork. Its 266 guestrooms range from majority individual queen bed accommodations to a handful of suites. Many rooms have direct views east to the Atlantic Ocean or west to Biscayne Bay. Each of hotel’s guestrooms offer custom bedding, bespoke drapes (including a blackout option, leopard-print benches, Ortigia bath amenities and a signature pink rotary dial phone. The guest corridors feature a carpet woven with mock wet footprints.

Amenities include Grutman’s Strawberry Moon, a restaurant and 30,000-sq.-ft. pool club; a gym and the Library social space.