3 -min. read

We’ve been keeping an eye on Proper Hotels ever since the former founders of Viceroy Hotel Group announced the new brand and their intent to “bring back a proper place to stay” in each of its chosen cities – and doing so with a range of interesting collaborations: from Kelly Wearstler on interior design and BVHospitality as bar partners, to Shinola bikes and Surf Air flights.

Following its start in Hollywood (with residences for short- and long-term stays or permanent homes), the hotel portion has now been kicked off in earnest, with Proper San Francisco open for a few months and three more cities in progress.

In the city by the bay, Proper set up in this – a flatiron building on the corner of Seventh and Market Street, four blocks from the San Francisco Museum of Modern Art. Both ground floor and rooftop are filled with the hotel’s public spaces, with chef Jason Franey overseeing the food at all-day restaurant Villon, and drinks mixed 120 feet above the city at bar and lounge, Charmaine’s. In between the two you’ll find 131 boldly decorated rooms.

They range from bunk bed rooms (with in-bed outlets and private TVs with headphones) to premier suites, which occupy the narrow end of the building. Clashing prints on the walls, rugs and on the beds give you a lot to look at while you rest on Aireloom mattresses, listen to music through Vifa speakers, or lather up with Aesop amenities in the bathrooms.

An app gives access to the hotel’s concierge, who can help with anything and everything – up to that Surf Air flight.

By the middle of this year, the former LA Press Club and Case Hotel building on Broadway and Eleventh will join the Downtown LA hotel boom and become a 151-room Proper hotel. Rooms will be sandwiched in between amenities again: here will be two ground-floor restaurants and a rooftop with restaurant, bar, and swimming pool.

Austin is a brand-new build, and will combine hotel and residences: a 32-storey glass affair with 244 rooms and 99 private homes. F&B will be run by McGuire Moorman Hospitality – a name familiar to those in Austin for its slew of popular local restaurants. Opening is listed for “fall 2018”.

The current list of future properties runs out with Santa Monica, due next year, mixing a historic building with new construction a few blocks from the ocean. Here, there will be 271 rooms, “multiple dining options”, one more rooftop lounge and swimming pool, as well as extensive retail and meeting space.

[All images /renderings are courtesy of Proper Hotels]


Paul J DeVries
Paul J DeVries is a freelance travel writer and was previously a contributing editor for Based in London, he knows the city's hotel scene inside out, while also covering the latest in destinations around the world. When not checking out a new hotel, he checks in on the airlines and inflight products that get you there.

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