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Brief Published: 5 Aug 2011

Lord's South Beach Hotel

Extra

Lord’s South Beach Hotel, the first US hotel targeting the gay community opened in Miami in July.

The hotel bills itself as an “appropriately oriented” home away from home. The hotel owner, Brian Gorman, claims that his research found that 75% of gay people would prefer to stay in a gay-orientated hotel.

New York-based design firm BHDM designed the hotel to be bright and glittery. As well as a giant polar bear holding a beach ball in the lobby, portraits of icons such as Elizabeth Taylor hang on the walls. Staff uniforms were designed by denim brand Levi.

This is the first in a planned chain, with further branches to be located in New York, Los Angeles, Las Vegas and San Francisco.

Lord's South Beach

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