Having staged marches and boycotts to little avail, America’s liberal left are now taking the fight against Donald Trump to the next level – the hotel trade.
Eaton Workshop is a new, politically-conscious brand launching on an anti-Trump ticket, with its flagshop property set to open barely half a mile from the US president’s own Trump International Hotel in Washington DC.
With an ethos driven by liberal activism, philosophy and civic engagement, the new hotel promises “provocative content and programming, social and creative incubators, as well as a radical approach to food and beverage, wellness and the arts.”
Eaton Workshop’s professed aim is to cultural diversity and inclusion in an ostensibly direct riposte to the perceived culture of the Trump brand.
Ideas to have emerged so far include politically-charged art installations from local artists, debates and lectures driven by liberal ideology, and a writer’s residency for investigative reporters.
Alongside 209 guestrooms, the hotel will include features such as a restaurant/bar, a further rooftop bar, music venues, wellness facilities, an events space and a 50-seat cinema.
Staff will be hired for their skills and abilities, but also their beliefs on matters such as social justice and workplace harrassment.
Eaton Workshop is the brainchild of Katherine Lo, who is the daughter of Langham Hospitality Group chairman Ka Shui Lo.
“We believe that we’re a step toward a more humane business that provides space for community building and learning in a world that needs it, and we think hospitality can be a tremendous catalyst for social and environmental impact,” says Ms Lo.
“We are happy to open our doors to anyone and everyone who is curious about learning more about how we can work towards a world that is more inclusive and welcoming to all.”
Room rates have yet to be revealed, although Lo has indicated her intention for each Eaton hotel to channel its profits into local artistic initiatives.