Morgans Hotel Group is aiming to go one step beyond being a considered boutique or lifestyle hospitality brand to become a hub and facilitator of unique events and think tanks.

The hotel group, founded by Ian Schrager, last week announced a partnership with educational hub General Assembly, which will result in a creative conference and benefits for both groups’ members and guests.

The most visible aspect of the partnership is a series of conferences called “The Creators Unconference,” which take place in U.S. cities starting with New York on May 29.

The event including workshops, classes and networking events will “serve as an opportunity for the creative class to gather, share ideas and learn new ways to collaborate with like-minded individuals,” according to hotel group.

This isn’t the first creative lifestyle partnership forged by Morgans. Last fall it partnered with Vice Media’s food channel Munchies to bring communal one-time-only “Dinner Parties” to its properties.

Beyond Lifestyle Branding

In a day when most hotels are aiming to offer unique and high-quality food and beverage options, the education aspect of the conference differentiates Morgans’ offering from other brands.

“We wanted to establish a forum for gather at our properties that was about more than eating and drinking,” says Morgans CMO Alan Philips.

“This programming translates into a guest experience that cannot be replicated by other brands.”

On the back-end, the partnership will provide General Assembly new spaces to host events and gain General Assembly alumni discounts at the hotel.

Photo Credit: A woman works in a General Assembly outpost. Morgans Hotel Group