Miami developer Gregg Covin selects A-list designer for luxury condo project

Miami-developer Gregg Covin has tapped Award-Winning Designer Alison Antrobus of Antrobus Design Collective to reimagine a famed 1914 hotel in Hendersonville, N.C. and transform it into an ultra high-end residential complex.

The Cedars Hotel was designed and built by then hotelier Jeannie Bailey, which was quite an achievement at a time when women still could not vote. The hotel became an instant landmark property, and today it sits on the National Register of Historic Places. Mrs. Bailey’s legacy is getting new life with Fairmont Heritage Place – The Cedars, a world-class residential condo development. The property is located in an area of Western North Carolina that is gaining a reputation as “Aspen East” and is becoming a hot spot for vacation getaways and second homes. When The Real Deal last spoke with Covin, he had just signed a major branding and management agreement with Fairmont Hotels & Resorts. As part of the Accor global hospitality group, Fairmont Hotels operates a number of landmark properties, including The Plaza in New York City and The Savoy in London. 

The master plan for the 130-unit condo development incorporates Mrs. Bailey’s original historic hotel with new construction that, when finished, will create a highly amenitized, full-service property that combines hospitality and residential living. Homeowners at The Cedars will enjoy all the benefits of a Fairmont property, including first-class amenities and services, and they also can choose to participate in Fairmont’s rental program.

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Designer Alison Antrobus will take inspiration from Bailey’s original interior designs to create a modern luxury experience that meets the high standards of Fairmont Hotels. Covin spent months searching for the right designer before selecting Antrobus. It was critical to find a designer who had the experience, talent, and vision to blend the history of the property with a look and feel that conveys a world-class luxury residential setting. “We’re super excited to be working with Alison. I love Alison’s work, and I think it’s going to be a really special place,” says Covin.

Unique “story” drives design

A graduate of The Rhode Island School of Design, Antrobus is already a familiar name amongst the A-list set with a resume of prestigious projects in locations such as Miami, Beverly Hills, Fisher Island and across the globe in Europe and the Caribbean. Along with launching her practice in 2002, Antrobus led the Miami studio for YOO Ltd., a London-based design development practice led by John Hitchcox and design icon Philippe Starck. 

At the heart of Antrobus’ creative ethos is that every project presents its own “DNA” with a unique story waiting to be told through the eyes of design. It is that storytelling that creates a truly memorable experience for residents and visitors. “Part of our design philosophy is that we need ‘the story’ to be inspired. We need to have a context, whether it be a personal story, geography, history or simply the personality of a client,” says Antrobus. “In the case of a project like this, we don’t have to look too far for the story as the property is richly layered with history and surrounded by the natural majesty of the North Carolina landscape. For us, the excitement is in translating that information inherent in a place or person that  makes each project truly authentic and special.” 

Dear Mrs. Bailey…

The story unfolding at Fairmont Heritage Place – The Cedars is inspired by both history and the local geography. An early advertisement for the hotel read, “No consumptives, open all the year; hot water heat/running hot and cold water in every room. Apply to Mrs. J. W. Bailey, Prop. & Owner.” In those days, people would write a letter to make a reservation. Covin uncovered a shoebox full of dozens of such letters dating as far back as 1914, from people inquiring about a stay at her hotel, all of which started with “Dear Mrs. Bailey…” 

“When we went to visit The Cedars building and heard the history of Mrs. Bailey – clearly a mover and shaker of her time – that was such a powerful inspiration for me, especially coming from a mother who was instrumental in the Women’s Movement” says Antrobus. “The letters alone have been a treasure trove of ideas for the design, materials and textures,” she adds. “Back then, the architecture had lots of different parlor rooms, some with working fireplaces which we intend to restore. With the Historical Cedars building remaining as the main reception for the new Residential Buildings, the intention is to preserve its welcoming hospitality that Mrs. Bailey built by maintaining the scale of small parlor rooms, and programming them to allude to the experience of entering someone’s private home. For example, the check-in area will feel like a private study or den, while a lounge might be set in a library.”

Design elements also will draw from the local geography. Hendersonville is located in the Blue Ridge Mountains of Western North Carolina.  The décor will incorporate natural elements such as wood, stone and agate native to the area. “What’s really important is that we maintain this feeling of outdoor living, because that’s one of the reasons people are attracted to North Carolina – the mountains, the rivers and that breath of fresh air,” says Antrobus. 

Another part of Mrs. Bailey’s story is a connection to Fairmont Hotels, which nearly a century later feels a bit like kismet. A few years before Mrs. Bailey built her hotel, two sisters were blazing a similar trail on the West Coast. Theresa Fair Oelrichs and Virginia Fair Vanderbilt built a spectacular boutique hotel in the heart of San Francisco’s Nob Hill and named it after their father, U.S. Senator James Graham Fair. That first Fairmont Hotel was the start of an iconic luxury brand, and bringing The Cedars into that family of hotels seems like a very natural fit, notes Covin.

Ultimately, the design will blend hospitality with luxury that accommodates residents and visitors who are taking advantage of the short-term rentals. “When we’re finished, you’re going to think you’re in a Fairmont Hotel and not someone’s condo,” says Covin. “Such branded residences have become popular around the world and it’s really the future of travel.” Whether someone is buying a unit or reserving a unit for a short-term stay, people want to be in a place that has all of these lifestyle amenities, such as a fitness center, spa, pool, concierge and fine dining. They also want nearby amenities, such as restaurants, art galleries or the local farmer’s market. “The Cedars has all of these lifestyle amenities and more,” says Covin. Site work on the project is underway and Covin expects to have the first units completed by the end of 2024.

This article was produced by The Real Deal’s Brand Studio Team in conjunction with Fairmont Heritage Place – The Cedars. For more information about working with our Brand Studio Team please click here.