Shinola planning hotel in downtown Detroit

- Shinola Detroit has been producing luxury goods like watches, leather products and bicycles for years -- but now the company is expanding into an entirely new industry. Shinola announced plans for the first Shinola Hotel Wednesday morning.

The boutique hotel, which is in partnership with Dan Gilbert's real estate firm, Bedrock, will be located at 1400 Woodward Avenue in downtown Detroit. It's expected to open in the fall of 2018.

It will be a 130-room luxury room hotel will feature Detroit-inspired design and will have retail space on the first floor.

"You're going to feel that Shinola quality. You're going to feel that experience you feel when you walk into a Shinola store; that welcome; that sense of an open space where people are interacting with each other; where people are trying new things, discussing big ideas," says Shinola President Jacques Panis. He adds that they believe a hotel makes a lot of sense for their brand.

"It's going to be a vehicle for us to continue telling the Shinola story," he says.

"It's going to be a living room feel on the first floor, and we have Andrew Carmellini from New York doing doing all the food and beverage," explains Dan Mullen, the VP of Leasing and Development at Bedrock.

Bedrock has already purchased 90 buildings in Detroit. Gilbert founded Detroit-based Quicken Loans and owns the Cleveland Cavaliers.

Panis also hinted at some other new things coming from Shinola.

"We're very excited about where the brand is, the evolution of the brand where we continue to see it going with audio launching. We have turn tables we're going to be building here in Detroit later this year, jewelry launching. Lots to come in the future and we're really excited about it," he says.

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