LONDON—Generator has appointed Michelle Flagg as VP of development for North America as the group looks to build on its first U.S. opening in Miami, scheduled for 2017.
Flagg will lead the brand’s expansion in North America and, according to the company, brings a specialized expertise in developing and growing lifestyle hospitality brands from concept to market, most recently launching WeLive, the new co-living brand from international startup WeWork.
Prior to WeWork, Flagg acquired and developed lifestyle hotel properties for New York-based Chelsea Hotels and was a member of the Lodging Investment Banking Group at Cantor Fitzgerald. She is a graduate of Brown University, where she studied architecture and sustainable design, and is a regular guest speaker at real estate events for current students and alumni.
Fredrik Korallus, CEO of Generator, said, “Michelle’s appointment is a strong signal of our commitment to accelerate growth in North America. There is a clear gap for a brand such as Generator, which meets the needs of the Millennial and Gen Z consumer with its strong emphasis on design, high-energy events and exciting bars and restaurant concepts. Michelle is ideally suited to lead the charge to expand our exciting concept in the North American market.”
“Our first opening in the U.S. next year follows on from the recent growth and fantastic success of the brand in Europe,” he continued. “We have delivered strong growth over the past few years with four new assets opening in the last 18 months alone and are excited by the next phase of growth. There is significant opportunity for innovative companies with a strong brand, which appeal to the new generation of travelers and we are confident that Generator is ideally placed to capitalize on this trend as we continue to expand internationally.”