Viceroy Hotels reignites the chutzpah of San Francisco’s iconic Beat Generation with the debut of a new boutique property, Hotel Emblem.

With the opening of Hotel Emblem, a San Francisco boutique property situated where Nob Hill meets Union Square, Viceroy puts a provocative spin on the hospitality experience. The location is influenced by the city’s most celebrated literary and cultural movement of the twentieth century.

Known as the Beat Generation, it was a time when millions were inspired to live boldly and embrace the uncensored. In the same spirit, the venue entices travellers to defy the status quo and celebrate newness with eclectic guestrooms, stimulating adventures, and rich cultural and wellness encounters.

Owned by DiamondRock and a member of Viceroy Urban Retreats, while set in the heart of the city within the Theater District, the getaway features 96 creatively staged units of accommodation. As its name suggests, Hotel Emblem acts as a symbol of freedom from convention to entertain spontaneity.

Patrons welcome a scent signature of fire, cedar, moss, birch, and burning paper upon entry and are greeted by staff outfitted in AllSaints designer uniforms. In addition to its naturally-occurring sensory elements, the lobby area captures the unabridged creative expressions of Wilson Ishihara.

A chic Hotel Emblem front desk mimics a writer’s desk and visitors are offered a custom-crafted welcome cocktail from the Obscenity Bar & Lounge. To the right, the Writer’s Alcove is set in a full-height book wall to depict a literary oasis where one can pen a love letter, poem, or postcard.

“This San Francisco hotel is a destination both celebrating and embracing the path less taken to be bold and fearless. We are incredibly excited and proud to begin hosting guests this month, and empowering them to live and love the unexpected,” said Bill Walshe, CEO, Viceroy Hotels & Resorts.

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