Pharrell is opening a new resort in the Bahamas
Pharrell Williams, the 13-time Grammy winner, is working on a new project. This time, it's a hotel in the Bahamas.
Alongside David Grutman of Groot Hospitality, the "Happy" singer recently announced that the duo is teaming up with Atlantis Paradise Island to open a new resort called Somewhere Else. Currently slated to open in 2024, Somewhere Else will take over the current location of The Beach, the more budget-friendly hotel in the Atlantis Paradise Island collection. The property will receive a makeover led by Shawn Sullivan of the Rockwell Group.
Somewhere Else will feature 400 rooms and suites in a mostly-pink building set off to the side of the iconic main hotel of Atlantis, The Royal. It will offer a beach and a series of pools, recreation areas, an array of luxury amenities that haven't been announced yet, plus a handful of restaurants and bars and live entertainment venues.
You can count on the entertainment, food and beverage services at Somewhere Else to be next-level considering Grutman is the force behind some of the most hyped, celebrity-loved restaurants in Miami, such as Sushi Fly Chicken and Papi Steak, along with opening LIV, the popular nightclub at Miami's Fontainebleau hotel, back in 2008. Alas, no nightclub is planned for Somewhere Else.
The resort's design is "tropical modernism" with lush greenery and landscaping incorporated into both the indoor and outdoor spaces. An artistic rendering of the space shows a colorful retreat with pink and aqua blue hues that Instagram will surely eat up.
Like all of the Atlantis resorts, Somewhere Else is being crafted as a place where guests can get everything they need from a resort vacation without having to leave the property, but with a twist, since it's tied to a famous musician and over-the-top hospitality team.
While we don't yet know what exactly they'll do to put the Pharrell stamp on the property, guests can be sure to expect a big departure in design and energy compared to other Atlantis resorts. Instead of soft earthy tones and a generally reserved environment, I expect Somewhere Else to be bold and replete with mix-and-match prints, wallpapers and art.
Like the music legend himself, the resort will likely be chic but approachable, simultaneously laidback and impossibly cool. The crowd it attracts will probably be a younger, trendier set more focused on snapping perfect photos or filming a TikTok in front of the pink exterior. But hey, celebrity hype can change a place in a second and we do, after all, live in a celebrity-driven world.
Despite its individuality, Somewhere Else will still be tied to the rest of the Atlantis Paradise Island complex and guests will have access to most of its amenities like pools, beaches and the water park, which is open to all overnight guests.
Pricing for Somewhere Else has not been released, but it's expected to be a pricier property, though not "priced in the highest luxury bracket," according to a CNN interview with Williams and Grutman. Considering that it's taking over Atlantis' lowest-tier property, it will be interesting to see if the renovations will truly be able to bring it up to scale for what a more luxe traveler expects. However, considering that Rockwell Group — the team behind some very notable hotels including NYC's Equinox Hotel, the W Nashville and the New York Edition — is taking the reins on the renovation, my hopes are very high.
Luckily, some Atlantis properties belong to Marriott's Autograph Collection. Marriott Bonvoy members can currently earn and redeem points at select Atlantis properties, including The Coral (Category 6), The Cove (Category 8) and The Royal (Category 7). An Atlantis spokesperson could not confirm if Somewhere Else will be included in Marriott Bonvoy.
This project isn't the pair's first foray into opening a hotel. Last year, Williams and Grutman opened The Good Time Hotel in Miami's South Beach. Paying homage to Miami's art deco architecture, the 266-room hotel is big on design and incorporates heavy patterns and textures, big pops of color (more pink!) and a fun, relaxed vibe that Williams said was created to provide a "natural good time."
While I haven't had a chance to experience The Good Time Hotel for myself, I'm excited to add Somewhere Else alongside it to my list of hotels that seem to be bucking traditions and building a new experience for travelers.
Featured rendering courtesy of Atlantis Paradise.
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