Hotel industry veteran Edward Scheetz has launched a new hospitality brand, Chelsea Hotels, a re-brand and evolution of the former King & Grove Hotels.

Hotels under the Chelsea brand include Hotel Chelsea (built 1884), Martha Washington (1905), McCarren Hotel & Pool (2011), Ruschmeyer’s (1952), and Astor Hotel (due to open in 2016).

The Chelsea Hotels brand will be rolled out this month with the launch of McCarren Hotel & Pool, formerly King & Grove Williamsburg.

In late August 2014, King & Grove New York will be re-launched under the hotel’s original name, Martha Washington.

The Hotel Chelsea will open in 2015, and a new project, Astor Hotel, will open in 2016.

Ruschmeyer’s in Montauk is currently open.

Chelsea Hotels CEO Edward Scheetz said, "We wanted a name that reflects what we stand for as a brand, and Chelsea Hotels does just that. In the spirit of our most iconic property, Chelsea Hotels welcomes all to become part of a community rooted in culture, creativity and shared experiences."

Image: The facade of the Hotel Chelsea in December 2010. Photo courtesy of Beyond My Ken.