{"id":89836,"date":"2022-07-15T23:15:44","date_gmt":"2022-07-16T03:15:44","guid":{"rendered":"https:\/\/magazine.tablethotels.com\/en\/?p=89836"},"modified":"2022-09-16T20:53:13","modified_gmt":"2022-09-17T00:53:13","slug":"out-of-the-shadow","status":"publish","type":"post","link":"https:\/\/magazine.tablethotels.com\/en\/2022\/07\/out-of-the-shadow\/","title":{"rendered":"Out of the Shadow"},"content":{"rendered":"
\"Rooms
Rooms Hotel Kokhta<\/figcaption><\/figure>\n

Georgia is in the midst of a renaissance, and the Adjara Group \u2014 which operates the dramatic Rooms Hotels \u2014 is at the forefront, fueling the country’s cultural awakening with remnants from its history as a Soviet republic.<\/em><\/h4>\n

Since the invasion of Ukraine in February, we\u2019ve all had little choice but to undergo a crash course on the topic of post-Soviet identity in Eastern Europe. In Georgia, the Ukrainian neighbor that suffered their own Russian invasion 14 years ago, there remains an unavoidable tension. Russia looms just across the border. Many Georgians speak the language. And reminders of their Soviet history stand tall in every direction.<\/p>\n

Rooms Hotels is one of the first homegrown brands to bring modern boutiques to Georgia. And it’s a brand, along with its two sister properties, that drapes the country\u2019s Soviet past in Georgian detail. In almost all their spaces, once-Soviet sites form the bones of the properties. Among them: a former publishing house for Soviet propaganda; a Soviet-era sewing factory; and a resort for vacationing Soviet workers.<\/p>\n

The latter is the site of Rooms Hotel Kazbegi<\/a>, opened in 2013 in the Caucasus mountains. This former \u201cSoviet-era workers\u2019 resort\u201d is set high above sea level in a \u201cpreviously sleepy village only visited by the most extreme adventure travelers,\u201d as the hotel tells Tablet. When we visited, our hiking guide was a former Olympic athlete for Georgia, a freestyle skier fluent in English and in trekking up the Caucasus summits, the grand range of peaks that straddle the Russian border. Back at base, the hotel \u2014 floor-to-ceiling windows, cozy leather sofas \u2014 makes for a modern mountain lodge steeped in tradition.<\/p>\n

\"Rooms
Rooms Hotel Kazbegi<\/figcaption><\/figure>\n

Georgian wine and the famous, cheese-filled khachapuri bread accompany locally sourced seasonal cuisine. A pool, spa, and sauna take in endless mountain views. Comfort and high design in a neglected region. It is perhaps the modus operandi of the entire brand.<\/p>\n

\u201cI sent my team to New York with a list of places to stay: Beverly Inn, Crosby, Ludlow, Gramercy Park,\u201d said<\/a> Valeri Chekheria, the former Adjara Group CEO who helped develop of the brand. \u201cI said, now that you understand the level I am talking about, let\u2019s work 24\/7 to make it happen here.\u201d<\/p>\n

In the capital city, the Rooms Hotel Tbilisi<\/a> finds a setting not so similar to its Los Angeles and New York inspirations. But the Vera district has its own charms, a historic quarter known as a bohemian haven. In an old publishing house for Soviet propaganda, the soul of the building is today unmistakably Georgian. A gallery of sorts for Georgian art stands proudly on sunlight-bathed walls. 150-year-old regional oak makes for a warm and personal material, in contrast with the postindustrial window frames, while rooms and suites feature handmade wallpaper and luxurious clawfoot tubs. The restaurant, like Kazbegi\u2019s, makes use of locally sourced ingredients, this time in a nouveau American style. Its sister property, the Stamba Hotel<\/a>, sits across the courtyard \u2014 its own establishments, Caf\u00e9 Stamba and the Pink Bar, well worth a visit.<\/p>\n

\"Rooms
Rooms Hotel Tbilisi<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Tbilisi<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Kokhta<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Kokhta<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Kazbegi<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Kazbegi<\/figcaption><\/figure>\n
\"Rooms
Rooms Hotel Kazbegi<\/figcaption><\/figure>\n

Georgia has a proud history of hospitality. It\u2019s a place where the Silk Road once passed, where proverbs told of guests sent by god. If your vision is of a drab country stuck behind the Iron Curtain, founder Temur Ugulava had you in mind when he started Rooms. The brand exists to showcase the country\u2019s traditional values, with a modern update. \u201c\u200b\u200bWe\u2019re bringing together some of the country\u2019s best creative minds to create sophisticated, contemporary properties worthy of today\u2019s dynamic Georgian society,\u201d said<\/a> Ugulava.<\/p>\n

\u201cHow do we make it Georgian without clich\u00e9s?\u201d the former CEO once mused, explaining their thought process on opening Rooms. \u201cWhat if we go to the art school and the film school to recruit staff: young innovators with the right amount of curiosity, creativity and craziness. People told us it was risky hiring people with no hospitality experience, but it worked magic.\u201d<\/p>\n

Not just the staff; the group\u2019s most important designers are locally trained as well. The minds behind the look at Rooms Hotel Kazbegi are a duo that met as trainees at the Tbilisi Academy of Arts \u2014 and they\u2019re responsible as well for the third edition of the brand, Rooms Hotel Kokhta<\/a>. Another mountain fantasy, this one is a ski-in, ski-out resort near the traditional training grounds for Georgian Olympians. In Kazbegi, the designers searched through mountain towns to find repurposable wood. Here, locally occurring materials include the wood, stone, and clay associated with Georgian architectural heritage. Terracotta ceramic tiles on the bathroom walls evoke the same feeling as the antique wine jugs used as decoration across the brand\u2019s hotels. The same can be said for the inspired use of the famous Georgian carpets against a mostly contemporary look.<\/p>\n

\"Stamba
Pink Bar – Stamba Hotel<\/figcaption><\/figure>\n
\"Fabrika
Fabrika Tbilisi<\/figcaption><\/figure>\n

It is an unmistakably Georgian identity that permeates these hotels. And yet at Kazbegi, you\u2019ll find vintage posters for Soviet-era mountain films decorating the site. Reminders, the hotel explains, of \u201cboth the beauty of the surroundings and the history of the area and building.\u201d We don’t think it’s hyperbole to say that the thoughtful, heritage-specific concept has revolutionized hospitality in this country. Rooms is worthy not only of today\u2019s Georgian society, but of the international traveler with their choice of any destination in the world. With a changing Georgia, Rooms tells Tablet, “national and international visitors have begun to rediscover and appreciate the landmarks and iconic spaces overlooked in the past.” They name-drop an eclectic mix of Western visitors to prove the point: Sting, Donald Rumsfeld, and Sophia Loren.<\/p>\n

One of the sister properties under the Adjara Group is Fabrika Tbilisi<\/a>, a vibrant, modern, youth-focused space in a former Soviet sewing factory. When we spoke to Adjara Group, it was their take on this place that put forth perhaps the most relevant mission statement for this fascinating collection. \u201cIn a building that has preserved the country’s Soviet past,\u201d they told Tablet, \u201cwe aim to become the epicenter of its European future.\u201d Words that, in our current historical moment, surely resonate across borders.<\/p>\n

\"Rooms<\/p>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

Georgia is in the midst of a renaissance, and the Adjara Group \u2014 which operates the dramatic Rooms Hotels \u2014 is at the forefront, fueling the country’s cultural awakening with remnants from its history as a Soviet republic.<\/p>\n","protected":false},"author":58,"featured_media":89895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3643],"tags":[3386,3642],"thb-sponsors":[],"class_list":["post-89836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-spotlight","tag-georgia","tag-hotel-spotlight"],"acf":{"new_subtitle":"Rooms Hotels Wrestles With Georgia\u2019s Soviet Past","property_id":[{"id":"7988"},{"id":"7983"},{"id":"8911"},{"id":"7983"},{"id":"12460"},{"id":"8581"}]},"yoast_head":"\nRooms Wrestles With Georgia\u2019s Soviet Past \u2014 by Tablet 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