Shelborne South Beach Unveils ADD Inc Miami's New Sexy and Sultry Lobby Design

The Shelborne's Multi-Million Dollar Renovation to be Completed this Fall

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. March 16, 2011

Miami, FL - March 15, 2011 - Fusing virtues of 1940s and 1950s design with sleek, modern lines, ADD Inc Miami's renovation of the Shelborne South Beach Beach lobby evokes a “naughty and nice” vibe that puts the sizzle back into this historic Art Deco, Miami Modern (MiMo) style property.

In May, lead architect Jonathan Cardello, AIA, principal and director of ADD Inc Miami will showcase the revamped Shelborne lobby, complete with a “bubble desk,” chandeliers, lobby lounge, boutique and a sushi bar, with the entire facelift finished by this fall.

The lobby entryway of curvy glass, along with a modern interpretation of an original Morris Lapidus floating porte-cochere, welcomes guests to this 280-room hotel. The word “Shelborne,” engraved in brushed aluminum, adds a surprising texture to the mirrored and white-terrazzo floor. Immediately upon entering the lobby, and guided by a sultry glow from two large Maria Theresa crystal chandeliers, guests are introduced to a provocative black-and-white design palette containing reams of curves and angles - including black stingray skin wrapped tightly around a stark white concierge desk. Rows of illuminated orbs and white high-lacquered material covers the reception desk (also referred to as the “bubble desk”), making guests feel they are checking into a swank nightclub and not just the average hotel stay. Two black Marquina Negro marble columns flank the desk, their channels of white veining play contrast to sparks of grey and blue in the white-terrazzo flooring, while elegant drapes spill gracefully onto the floors.

Next, the lobby lounge keeps guests engaged in the black-and-white, “naughty and nice” theme with white-leather tufted lounge banquettes, an upholstered soffit above the bar, smoked mirrors illuminated by Maria Theresa sconces that are draped with black tassels, an elegant photowall and a smoking hot silver pool table. The lobby restrooms continue the design theme with black subway tile, white-terrazzo flooring, provocative imagery on the vinyl walls, LED glowing sinks and elaborately framed in-mirror televisions. Also part of the lobby scene, is Zama Sushi Bar. A well-known sushi chef at Philadelphia's Asian-themed Zama Restaurant, Chef Hiroyuki “Zama” Tanaka's colorful plating, Japanese libations and presentation will be as dynamic as the adjacent upscale retail boutique.

About the Shelborne South Beach:
South Beach is bracing itself for the new Shelborne South Beach - a multi million dollar full overhaul is transforming this famous Art Deco landmark to become one of the hottest addresses on the East Coast as it turns 70 years old. Everything old is new again, the beach is completely re-opened again and the front entrance will sport a bulls-eye neon lighting display recreating the excitement and glamour of the past. South Beach's first automated parking garage brings the hotel into the future with the fastest valet service ever.

This deco gem is located directly on the beach in prime South Beach at 1801 Collins Avenue with next door neighbors The Raleigh Hotel and The Shore Club. The new Shelborne South Beach will feature 200 completely brand new hotel rooms, 20 exquisitely detailed suites, 9 executive poolside bi-level townhouse suites, multiple mezzanine lanai suites and a sprawling Penthouse Suite. The hotel will also feature a new infinity pool with an expanded "Beauty Deck" with an upper sun deck connected by a cat walk for dramatic entrances and includes a large communal rainbow outdoor shower. www.shelborne.com

About ADD Inc Miami:
ADD Inc Miami provides a full scope of architecture, interior design, urban planning, branding and green design services. Since 2002, the firm's accomplished design team has been delivering notable results in the hospitality, retail, entertainment, mixed use and residential industries. Currently, ADD Inc Miami along with Menin Hotels, are behind the multi-million dollar renovation and rebranding of the historic, Igor Polevitzky and Morris Lapidus, 1940s Miami Modern- (MiMo) designed Shelborne South Beach Hotel. Other noteworthy ADD Inc Miami architectural projects in South Florida include Miami's first hi-intelligence robotic parking garage at 1826 Collins Avenue; Miami's first two Media Towers in the Performing Arts District; The Fillmore Miami Beach at the Jackie Gleason Theater; Bayfront Amphitheater; and 321 North, Midtown 24 and the Village of Marbella mixed use projects. For more information on ADD Inc Miami, please call (305) 482-8700 or visit www.addinc.com.