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As the modern traveler’s perception of luxury hospitality is gradually shifting away from merely ostentation and glamour towards a more unique and authentic experience, hoteliers around the planet have been very busy to cater to this trend. The Viceroy Hotel Group has aptly responded by opening up a swanky but cool new property in San Francisco that totally befits the updated profile of luxury hospitality. Dubbed Hotel Zetta, the hotel features 116 guestrooms, six studios and two lavish suites, and is strategically located in the convergence of the Soma, Mid-Market and Union Square neighbourhoods.

The hotel interiors have been crafted by Dawson Design Associates, an acclaimed practice based in Seattle and London, and combine eclectic and sustainable architecture, technological and recycled elements with a matching range of sleek and ultramodern furnishings. Given the fact that Hotel Zetta occupies a neo-classical structure that dates back to 1913 makes it a rather tantalizing blend of old and new, one that’ll certainly appeal to a savvy demographic, whether local or from out of town. The rooms obviously meet all standards of comfort, if not more, and the endless list of amenities includes a king or queen beds, a Samsung Edge-Lit 46-inch TV, a docking station, hi-speed wired and wireless internet access, and Neil George bath + body cosmetics.

And when it comes to downtime, Hotel Zetta has a few aces up its sleeve that allow you to do it in style. From next month the hotel’s S+R lounge will be the buzzing meeting place for hotel guests and visitors, offering a wide range of cocktails and tasty bites, and slated to open later this year is a new dining concept that aims to be the city’s new gourmet destination. And as living the high life is a strenuous affair, there’s a 24-hour wellness studio readily available where to fully recharge. Hotel Zetta may have just swung open the gate, we dare say it already has got us in the pocket.

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