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  • Magazine B – Issue 29 (Ace Hotel) – Cover
  • Magazine B – Issue 29 (Ace Hotel) – Inside 01
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Magazine B

Magazine B – Issue 29: Ace Hotel

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Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Ace Hotel got its start in 1999 when Alex Calderwood and HIS FRIENDs renovated an old halfway house in Seattle, transforming it into a small hotel. By absorbing the cultural heritage of surrounding communities and collaborating with various artists and brands, Ace Hotel creates its own collection of hotels, each possessing their own look and feel. Ace HOTEL has not only helped to revive neighborhoods, but it has also breathed new life into the entire hotel industry.


There are forgotten streets and disconnected spaces. B examines the spaces that had their hidden potential discovered when Ace reached out to them.

Ace Hotel’s brand collaborations, seen in the hotel’s spaces and interiors, their products and properties as a whole, represent the cultural codes that Ace tries to embrace. Within each Ace Hotel, the lobby is an essential space that is deeply engaged with the community, drawing people in and expressing a new concept for interaction.

Spaces / Collaborations / Curation / Ambience

Ace Hotel eschews well-known, already saturated districts in favor of forgotten neighborhoods where they then lead the creation of new cultural scenes. Seven locals from four cities of Portland, New York, London, and L.A. discuss the changes they observed after Ace came into their neighborhoods.

Around Ace Hotel properties are many commercial and cultural places that share similar sensibilities and values with Ace Hotel. B takes a look around the hotspots recommended by the Ace Hotel staff in four cities.

Ace Hotel users from all around the world introduce other hotels that they like. Some of these possess a similar ambience to Ace Hotel, while others have a completely different appeal—but Ace Hotel regulars have found something to appreciate in all of them.

77 B’S CUT
Ace’s collaborations demonstrate most clearly the way the brand engages with local communities. B takes a glance at how Ace Hotel interacts with communities through the local products B found here and there in Ace Hotel properties.

Taking inspiration from the playing card, Ace Hotel is unprecedented, unique amongst hotel brands in the way it penetrates deep into cities to interact organically with communities of all sorts.

Before Ace / Atelier Ace / Interview / Dear Alex / Portland / Boutique Hotel History

People coming together in an Ace Hotel. The ultimate goal of Ace is to play a key part in revitalizing local culture and connecting people.