Beyond the array of bespoke Le Labo products and faux fur throws that inevitably end up in the background of someone’s photo dump, EDITION has spent the last decade forging a reputation as the hotel brand people actually want to go out in. Since the Marriott group opened its first property in Hawaii in 2010, it has figured out how to make hotels feel social again, filling their lobbies worldwide with pool tables and the most in-demand DJs of the moment.

The formula, which has worked time and time again, was at the centre of the launch of the brand’s newest opening, The Lake Como EDITION. Set inside a restored 19th-century palazzo overlooking Bellagio, the space’s interiors, by Neri&Hu, were designed almost to make guests feel as though they are waking up every morning as a protagonist in a sultry Luca Guadagnino film. 

For the opening weekend at the end of April, the EDITION curated a mix of activities and wellness, as days on the lake and long lunches were ended with dinners and parties in the space. On the official launch night, guests started with a tasting menu at Cetino, chef Mauro Colagreco’s restaurant inside the hotel. The night ended in the Lobby Bar, with a set by DJ Marcellina, filled up with guests, including Christine Centenera, Juergen Teller, Gilda Ambrosio and Giorgia Tordini.

“This opening marks a new era in the EDITION story, where the timeless glamour of Lake Como converges with a new generation of luxury,” explains George Fleck, Senior Vice President and Global Brand Leader, EDITION, speaking on the new location. “Renowned for its elegance and cultural prestige, this iconic destination provides the perfect canvas for our most captivating chapter yet. The Lake Como EDITION represents the next frontier for the brand, setting a new benchmark for contemporary luxury defined by individuality, sophistication, and a strong sense of place.”

If you were to take a look through the EDITION’s image archive, you’ll see that bringing fashion, music and nightlife together has always been central to how EDITION opens hotels. Back when The Times Square EDITION launched in 2019, the chain enlisted none other than Diana Ross and Nile Rodgers to perform at the Paradise Club after a candlelit dinner upstairs, with Hailey Bieber, Kendall Jenner, Suki Waterhouse and Joan Smalls all packed into the crowd alongside people like Telfar Clemens and Daniel Arsham.

In 2022, The Tampa EDITION opened with a private Lenny Kravitz performance, while The Madrid EDITION brought together Benji B, St. Vincent and María José Llergo for a weekend. By the time The Riviera Maya EDITION at Kanai opened in 2024, Kaytranada was headlining the party with guests including Sky Ferreira, Moses Sumney and more.

The hotels have also become regular sites for album launches, premieres and post-Met parties, particularly at the Paradise Club inside The Times Square EDITION, which has developed its own reputation over the years. Madonna hosted the premiere of her Madame X concert film there in 2021 with guests including Drew Barrymore and Questlove, while Beyoncé took over the space the following year to celebrate the release of Renaissance alongside Jay-Z, Kendrick Lamar, Leonardo DiCaprio, Normani and Trevor Noah. Last year, after fashion’s big night out, Teyana Taylor hosted her Dirty Rose Met Gala afterparty, bringing FKA twigs and Kaytranada along to give guests surprising performances. 

Beyond being just a celebrity hotspot, what keeps EDITION interesting is its continued commitment to celebrating institutions that align with its philosophy. One of its strongest cultural crossovers is the ongoing partnership with Silencio, which began in Ibiza before expanding to Miami and then to the West Hollywood EDITION during Frieze week earlier this year. A collaboration that works both on paper and practically, both brands continue to champion the individuals who bridge nightlife, fashion, and art together. In honour of the collaboration, last year photographer Derek Ridgers issued a zine with special re-releases of his documentation of the island’s club culture and hedonism. 

At a time when most luxury hotels still feel designed around overly curated content first, EDITION has managed to build spaces that creatives genuinely want to spend time inside. The parties are part of that, but so is the fact that the hotels consistently place music, art and nightlife at the centre of the experience rather than treating them as add-ons, which is likely why they continue to attract the same mix of musicians, artists, designers and fashion people back every time a new property opens.