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Serrano Hotel to be Rebranded as Hotel Spero following Renovation

Will Speros • March 14, 2018

San Francisco’s Serrano Hotel has announced plans to undergo a renovation and rebranding as the Hotel Spero upon reopening next month. New York-based firm Perkins+Will will reveal its $16 million facelift in April, honoring the original splendor of the 1923 property’s Spanish Colonial Revival architecture.

Located in the city’s Union Square neighborhood, the 236-room hotel will be refreshed with elements that echo modern San Francisco. A nature-inspired color palette will blend with authentic tones of Spanish revivalism to promote a sense of calm akin to one’s own home. Aligning with the hotel’s emphasis on wellness, the redesign will also be crafted with sustainably sourced materials.