Guests will be able to purchase the furnishings and artwork found in the custom-designed hotels being launched by international furniture retailer West Elm.

The company has announced a move into the travel and hospitality industry with the launch of a new design-focused hotel brand, in which every boutique hotel will be tailored to reflect the mood and identity of its host city.

Developed in partnership with hospitality management company DDK, five initial US openings are planned, under the brand name West Elm HOTEL. Each property will have its own unique design concept, from the exterior architecture to custom installations such as locally crafted art and bespoke furnishings.

Design elements will reflect traditional décor, handicrafts, cuisine and culture from the region, and artwork will be commissioned and curated locally.

“There is a growing desire among modern travellers to immerse themselves in the place they are visiting,” said David Bowd, co-founder of DDK. “They want a boutique experience, and expect great, reliable service that caters to their needs.

“Our general managers will serve as innkeepers, and West Elm HOTELS will focus on making real community connections for visitors and residents.”

The new brand’s first properties are expected to be located in Detroit, Michigan; Minneapolis, Minnesota; Savannah, Georgia; Charlotte, North Carolina; and Indianapolis, Indiana.

They will begin opening in late 2018, and more properties are expected to be announced soon.