Inside Pharrell Williams and David Grutman’s Whimsical New Miami Beach Hotel

Writer Cassandra Gill

The Goodtime Hotel in Miami Beach promises just that.

The newly opened seven-floor, 266-room hotel ushers art deco inspirations into the Instagram era—and as the kids say, it’s a vibe. Co-owners Pharrell Williams and David Grutman (Miami’s nightlife king and CEO of Groot Hospitality) had the whimsical in mind when they conceived this ultratrendy destination. The entrepreneurial duo took inspiration from famed director Wes Anderson, who earned an Oscar for 2014’s The Grand Budapest Hotel.

The design takes cues from Californian 20th-century modernism.

The bustle of South Beach seems like a distant memory when stepping onto the property, which welcomes guests with a modern outdoor courtyard resembling a greenhouse. A swift left through a pair of black window-pane doors leads to the lobby of the Goodtime, where the new hotel age (self-check-in computers) meets old (moody Tiffany lamps). Every detail counts in this tastefully mismatched room, which boasts a mesmerizing, hand-painted palm tree mural that appears three dimensional.

As expected, amenities are plentiful at the Goodtime. The Pool at Strawberry Moon is clearly the crown jewel and main attraction, an homage to the famed Beverly Hills Hotel with a blush-pink and green theme. As expected, amenities are plentiful at the Goodtime. The Pool at Strawberry Moon is clearly the crown jewel and main attraction, an homage to the famed Beverly Hills Hotel with a blush-pink and green theme.

Lead designer Ken Fulk nailed the photo opportunities throughout the outdoor space, which includes a gorgeous turquoise and pink bar serving a bevy of cocktails (including the Prince-inspired Purple Reign).

While the hotel positions itself as a serene oasis in bustling South Beach, weekends can be a little more like Las Vegas: between Pharrell and Dave’s little black book, the world’s top DJs are booked for pool parties. You never know who you might see: the hotel made an early cameo in a Jennifer Lopez music video and has already hosted movers and shakers like the Kardashian sisters (no photos, please). Despite the crowd, snooty vibes aren’t welcome here: cozy daybeds are first come, first serve for all guests.

The Strawberry Moon.

Strawberry Moon—referring to the full moon that occurs closest to the summer solstice —is the hotel’s restaurant. People watching is prime at this pool-adjacent spot that keeps the art deco theme going with its velvet details and scallop-shaped bar stools. Chef Roel Alcudia channelled the melting pot of Miami into the curated menu, where the octopus and Turkish pizza are stars in their own right. Notably, staffers are outfitted in Adidas’ classic Stan Smith sneakers—a nod to Pharrell’s partnership with the Germany-based sportswear company.

The hotel features an inventive array of exercise equipment.

After dinner, guests can wander over to the impeccably designed library room for a cocktail or two. A little bit Mad Men with a dash of Downton Abbey, the room feels like something between a film set and a 1920s mansion.

A quick trip up the lizard-wallpapered elevators leads to the rooms, where Fulk’s design theme remains strong. Bespoke green-striped bedding and bubblegum velvet headboards are the centre of the suites, which welcome guests with pink-painted cups. The Goodtime is meant to be enjoyed by all, and the hotel has ensured there are both ADA and hearing-accessible rooms available.

A room at the Goodtime Hotel.

Wellness is a theme throughout, with yoga and meditation on the menu alongside a not-so-average gym. The brand has partnered with MyBeast to build an adult playground with Pelotons, Technogym Skillrun treadmills, and more.

For guests who wander “off campus,” as hotel staff would stay, an obligatory visit to pristine South Beach is a must. Notably, the southern Florida city is the only North American location with a ritzy Nikki Beach dayclub.

For dinner, the hottest reservations in town belong to Major Food Group’s Italian concept Carbone (also designed by Fulk) and the elusive sushi bar ZZ’s (for those lucky enough to find themselves an invite and a reservation at this members-only spot).