Apparently superstar Pharrell Williams can do pretty much anything. Known to all as a musician, he has now launched his own hotel as well. And it’s one that really does make you happy.

Do you remember this hit from the year 2013? It’s some time ago now, but most of us will undoubtedly still be able to sing the tune. Here’s the refrain as a brief reminder:

Because I’m happy
Clap along if you feel like a room without a roof
Because I’m happy
Clap along if you feel like happiness is the truth
Because I’m happy
Clap along if you know what happiness is to you
Because I’m happy
Clap along if you feel like that’s what you wanna do

That’s the one, the mega-hit “Happy” that made Pharrell Williams world-famous almost overnight. And as the guy is in fact seriously talented, he has grown to become a big name in the pop industry. For precisely that reason, other superstars have recorded songs with him or asked him to join them as a producer. A small selection: Daft Punk, Snoop Dogg, Beyoncé, Justin Timberlake, Miley Cyrus, Jay-Z, NSYNC, Britney Spears, Nelly and Madonna.

The Goodtime Hotel for Art Deco fans

Incidentally, this long list of superstars is much the same as the guest list for the party thrown by Williams to celebrate his latest major project. They all came along for the opening of “The Goodtime Hotel”. A few months ago, Williams’ brainchild became reality.

The hotel now attracts stars and other people with enough spare cash (from about 165 euros per night) to Miami. The aim of the musician’s dream-come-true is quite clear: its reinterpretation of Art Deco aesthetics and more than 10,000 square metres of floor space are intended to position The Goodtime Hotel in South Beach as the new celebrity hangout in this US metropolis.

Outdoor pools at The Goodtime Hotel

However, Williams naturally emphasizes that the real stars are the hotel’s 266 rooms and suites overlooking the Atlantic to the east or Biscayne Bay to the west. Unsurprisingly, they have pulled out all the stops. Bespoke beds. Tailored bedlinen. Seats with leopard-print upholstery. Carpets in the hallways with mock wet footprints meandering past the doors to the bedrooms. And pink telephones hanging on several walls, with a traditional dial that the younger stars will only have seen in museums. If at all.

A hotel for time travellers

More than 4,500 square metres of retail outlets on the ground floor, a fitness studio in virtually obsolete pomp chic and a library in peach hues round off the furnishings in The Goodtime Hotel.

As a guest, the feeling inside The Goodtime Hotel is undeniably as though you have been transported back to the 1950s. Via time travel, as it were. And that’s precisely the intention behind it all, as Pharrell Williams proudly announces: “We want The Goodtime Hotel to impart a feeling of both revitalization and that rare, exciting thrill that takes over when you discover something special.”

Aerial view, The Goodtime Hotel
Retro pomp chic

Peach hues in the hotel by Pharrell Williams

More than just Williams

But what exactly is that supposed to mean? Williams continues: “It’s that adrenaline-fuelled sensation of entering a whole new setting and a whole new mindset. This place will provide a natural good time for all who come through.”

Sounds very laid-back. Nevertheless, let’s not get too carried away by Mr Williams’ enthusiasm. After all, even though he is naturally the very famous contributor behind this great project, he definitely hasn’t planned it all alone. The interior design – everything from the pastel colours to the retro wicker furniture – was the creative work of design impresario Ken Fulk. The New York architecture experts from Morris Adjmi designed the building and the professionals at Raymond Jungles were responsible for the landscape architecture. Last but certainly not least is the man who owns the property and will also run the hotel: entrepreneur David Grutman.

Seating area designed by Ken Fulk

Seating area designed by Ken Fulk

David Grutman already owns several restaurants and nightclubs in Miami and says that he always wanted to “complete” his “ecosystem in hospitality”. He has now succeeded and proudly remarks: “When you arrive at the hotel and walk through our doors, we want you to feel like your worries and anxieties have been left outside.”

The pandemic as a good opportunity

This can be understood as a direct reference to the difficult times faced by many as a result of the pandemic. It is no secret that the time of the hotel launch was consciously chosen with this in mind. People are anticipating and hoping for the end of the pandemic. In view of the fact that everyone is longing to travel freely again, the hotel operators are hoping that The Goodtime Hotel is opening just at the right time. Especially considering South Florida is becoming a favourite travel destination for many.

Grutman is obviously convinced: “If there is a net winner coming out of this pandemic, Miami is top of that list.” This must be the reason why he recently opened another three restaurants in the historic Firestone Garage in Miami Beach.

And if this plan proves as successful as he imagines, then Pharrell Williams – on behalf of all the investors, creative firms, architects, operators and guests – can sing out loud: “Because I’m happy…”

Text: Johannes Stühlinger
Translation: Rosemary Bridger-Lippe
Images: The Goodtime Hotel