Hotels West Elm's first hotel will be in Detroit By Danny King / June 07, 2017 Share 1 -- Retailer West Elm's first hotel will debut in Detroit next year, while the company announced plans for an Oakland, Calif., property for 2020. Speaking at the Boutique & Lifestyle Lodging Association conference in New York on Wednesday, David Bowd, principal of Experience West Elm, confirmed that the first hotel under the brand, which is a division of Williams Sonoma, will be in Detroit. The 120-room hotel will be in the city's Midtown district.West Elm previously said that its first hotel would open in either Detroit or Savannah, Georgia."We're going Midtown when everyone else is going downtown," Bowd said of the Detroit property. "It's such an amazing city, and it's deserving of better things."West Elm also announced Wednesday that a hotel will open in Oakland in 2020. The 150-room hotel will be built in a structure using a 1910s Beaux Arts façade of a building that was originally built as an automobile showroom. The hotel will be adjacent to a mixed-use project called the Hive, which will have 105 residential units and 100,000 square feet of offices.West Elm, which announced the hotel brand last year, also has hotels under development in Charlotte, Indianapolis and Minneapolis. Bowd, who classified West Elm as "a millennial brand," said the guestrooms will consist of about 70% West Elm products and will cost "half the price of our competitors" to furnish."We're taking a domestic retail brand and making it commercial," Bowd said. "For us, it's about the residential feel."