BLLA welcomes hybrid hospitality pioneer Edyn to its prestigious hotel program


LOS ANGELES – Pioneering European hotel group, edyn, joins BLLA’s distinguished program for authentic boutique and lifestyle hotels. Edyn’s director of development, Eric Jafari, has joined the Association of Boutique Lifestyle Leaders as a member of the advisory board for 2022.

Through BLLA’s approved application process, Edyn’s lifestyle aparthotel brand, Locke, has been accepted into the exclusive program, featuring:

Beckett Locke – Dublin, Ireland, Bermonds Locke – London, United Kingdom, Buckle Street Studios by Locke – London, United Kingdom, Eden Locke – Edinburgh, United Kingdom, Kingsland Locke – London, United Kingdom, Leman Locke – London, United Kingdom, Locke at the Broken Wharf – London, United Kingdom, Schwan Locke – Munich, Germany, Turing Locke – Cambridge, United Kingdom, Whitworth Locke -Manchester, UK, Zanzibar Locke – Dublin, Ireland.

BLLA Founder and CEO Frances Kiradjian and Partner and COO Ariela Kiradjian are honored to welcome edyn and Locke to the boutique community. “We couldn’t be more excited to include all of these amazing boutique properties in the BLLA family and be promoted as a handpicked hotel on our StayBoutique booking site that follows a direct booking process and chat functionality for travellers,” said Frances Kiradjian. “Locke Properties is truly embracing this boutique ethos in the UK and Europe, and we look forward to their future expansion.”

“We are also delighted to include Eric Jafari in our 2022 Board of Directors. Her distinctive insight into developing incredible European boutique hotels and concepts will be highly appreciated by the entire BLLA membership,” said Ariela Kiradjian, who leads the BLLA Board and Committees.

Eric Jafari, who is beginning his first term on the BLLA Advisory Board, says, “I am delighted to join the BLLA Advisory Board alongside so many esteemed members of the boutique hotel movement. For me, I see boutique hospitality as a multi-sensory art form, which aims to democratize experiences and redefine people’s perceptions of the world; this is our ambition with Locke, where each property is a unique and authentic reflection of its surrounding neighborhood.

edyn will unite with the best in the store to further BLLA’s global mission:

To counter the monotony of companies and defend creativity. To forget the forgettable and forge the unique. To break down doors and connect the brightest minds in the industry. To build on our now 10-year legacy of reinventing the store’s multifaceted future – together.

About Edyn

edyn is a pioneering hotel group revolutionizing the extended stay industry. edyn was built on the philosophy that travel should be a rich journey of discovery, delivering unique experiences that inspire whether you are traveling for business or pleasure. For more than 20 years, the group has expressed this vision through the development of a unique and diverse portfolio of properties reflecting the evolution of the travel and hospitality industries. The group operates a huge range of properties across the UK and Europe, including its iconic lifestyle brand Locke and Cove, which offers serviced apartments for the modern traveller. Together, alongside an extensive network of partners around the world, edyn has created a global ecosystem comprised of over 80,000 sites in 260 locations.

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About Boutique Lifestyle Leaders Association (BLLA)

Founded in 2009, the Boutique Lifestyle Leaders Association (BLLA) is the official association of the world’s top visionaries in the boutique lifestyle industry. Membership in the BLLA not only includes an enhanced sense of community, it provides all the resources necessary for small independent businesses to thrive in this growing industry, including access to distribution channels, marketing tools , webinars, whitepapers, store progress reports. landscape, and more. The organization promotes connection, education and advocacy. As a pioneer in forecasting the boutique movement, the BLLA network has grown beyond its hotel foundation to welcome more passionate entrepreneurs, businesses and suppliers who amplify the boutique lifestyle. BLLA is a catalyst for trends and the future of the store.

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