Hospitality firm Artistry Hotels Partners has partnered with Urban Architecture Studio and design firm WATG to launch an independent boutique hotel brand that “will deliver distinctively luxurious, artful and imaginative experiences” throughout the US.

In a statement, the company said it wants to create “art through architecture” by creating distinctive, vibrant and multi-sensory hotel experiences. Each hotel will be designed to be individual and reflective of the personality of its location and neighbourhood.

“The hospitality industry is changing rapidly to meet the demands of a new, emerging traveller that places a high priority on their own personal design, service and experiential preferences,” said company CEO Chip Headley III. “And while Millennials undoubtedly are having a significant impact on the industry as they grow in numbers and influence, so too is the younger, Active Boomer.”

Headley said that regardless of age, discerning US travel consumers have become the driving force contemporary lifestyle hotels.

Artistry Hotels seeks to develop its hotels within urban developments, mixed use developments and university campuses.

The launch follows the recent move by furniture retailer West Elm to start its own brand of design-led, personalised boutique hotels in the US.