MIAMI—News is emerging about Swire's $1.05 billion, 5.4 million-square-foot Brickell City Centre project. The company's East, Miami Hotel is set to open in an already white hot Miami hospitality market in 2015.

East, Miami is the hotel group's first project in the United States and only the third to carry the East banner. East hotels are already up and running in Hong Kong and Beijing.

“Interest on the part of premiere hospitality companies in flagging a Brickell City Centre hotel was robust due to their desire to secure a prime location in the tony Brickell market and due to the inclusion of luxury retail in our project,” says Stephen Owens, president of Swire Properties. “We were ultimately able to select from among 10 upscale hotel brands in choosing Swire Hotels' East for our flag.”

Arquitectonica designed the hotel. Clodagh Design imagined the interiors. East, Miami will offer 263 hotel rooms and 89 serviced apartments known as East Residences, long-stay hotel rooms with kitchen and laundry facilities. The hotel project will also include two restaurants, a poolside bar and lounge, and a rooftop destination bar.

Meeting rooms and banquet halls will offer bay views, and an outdoor pool deck can be used for private events. That deck includes an outdoor and plunge pool, a 24-hour fitness center and wellness treatment rooms.

Despite its appeal, Brickell hotels have to compete with boutique destinations around Miami. Suzanne M. Amaducci-Adams, partner with Bilzin Sumberg Baena Price & Axelrod who leads the firm's hospitality group, tells GlobeSt.com she sees many types of boutique hotels developing a unique identity.

“For example, the Betsy is known for its arts and philanthropy focus while Kimpton and SLS are known for their food and beverage outlets,” she says. “Now, fashion icon Tommy Hilfiger is entering the Miami Beach market with plans to buy and renovate a boutique hotel and put his own spin on it. Even the national hotel brands, like Marriott with its Edition concept, have or are developing their own boutique brands in an effort to compete in this popular market segment.”