A New, More Colorful Aura in Salem, Massachusetts
Salem could use a new storytelling angle. The coastal city just north of Boston has picturesque architecture, a lively downtown with lots of independent local businesses, access to a great culture and arts, maritime charm, and over-the-top fall foliage. Even though the witch trials centuries ago led to passing the first laws making it impossible to bring a witch case to court ever again (a century before most European continental countries did the same), the city has been ingrained in the American psyche as a gathering place for the metaphysically curious. It's one of the most popular Halloween destinations in the country, with hundreds of thousands of visitors coming through each season to conjure spirits, book tarot readings, and buy witchcraft supplies. Even the local tourism board has leaned into this regrettable past, as noted by the witch hat in the logo and cringe-y tagline "Still making history."
Salem is a place with a complex history, one where visitors can appreciate how far we've come and how much farther we have to go.
Lark Hotels has been carving out boutique hotels in iconic coastal destinations across New England with a sweet spot between nostalgia and creature comforts. For The Hotel Salem, Lark only went so far back as to take the bones of a downtown department store and breath new life into them. A nod to the area's retail history, midcentury details serve as a jumping off point for the decor — '50s and '60s furnishings punctuated with bright pops of color and funky patterns. A lively rooftop bar offers cityscape views and the luncheonette downstairs offers American classics for breakfast and lunch. It's a nod to the old-school, updated.
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