The Variety, a new boutique lifestyle brand, will have a soft opening of its inaugural hotel in Miami Beach this February.

Located near Miami Beach’s Lincoln Road shopping district, the 70-room property plans to position itself as “the preferred brand for a younger audience,” offering a mix of shared and private accommodations. The Variety said all rooms will have luxury linens, premium bath products and ample storage space for luggage.

The hotel’s restaurant, Variety Kitchen, will seek to put a healthy twist on classic comfort foods, offering both vegan and gluten-free options. The venue’s bar will serve local beers, natural wines and cocktails made with locally sourced ingredients and house-made syrups. 

A grab-and-go counter will be available, serving cold-brew coffee, juices, breakfast sandwiches and salads.

Guests will also have access to the property’s 5,000-square-foot courtyard and outdoor pool.

The Variety has tapped hospitality startup Life House to manage its Miami Beach hotel, and will also be utilizing Life House’s proprietary technology platform to offer a “modern check-in experience.”

Private rooms will start at $150 per night, while beds in shared rooms will start at $39 per night.


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