The Shocking Rebrand: What Happened To Rex San Francisco Hotel? (It’s Not What You Think)

For years, the Rex San Francisco Hotel was a beloved fixture in the city's Union Square district, known for its elegant, library-inspired ambiance that paid homage to the city's rich art and literary scene of the 1920s and 30s. However, if you are searching for the Hotel Rex today, you will find that the property at 562 Sutter Street has undergone a complete metamorphosis and a significant rebranding. As of late 2025, the hotel is now operating as the vibrant and unique Hotel Emblem San Francisco, a transformation that has moved its inspiration forward in time to embrace the spirit of the Beat Generation. This deep dive will explore the complete transition, detail the current hotel's fresh identity, and provide all the essential, up-to-date information you need about this iconic location. The change from the classic Hotel Rex to the bohemian Hotel Emblem was far more than a simple name swap; it involved an extensive, multi-million dollar renovation that sought to inject a new, provocative energy into the 96-room property. The current hotel stands as a testament to San Francisco's enduring counter-culture and literary history, offering a fresh, unique experience for modern travelers seeking a stay with personality right in the heart of the Theater District.

The Unveiling: From Hotel Rex to Hotel Emblem

The history of the property that was once Hotel Rex is a story of continuous evolution, reflecting the dynamic nature of San Francisco itself. The original Hotel Rex was a charming, boutique establishment managed for a time by Joie de Vivre Hospitality, known for its distinctive design that evoked a classic, clubby, 20th-century library atmosphere. It was a popular choice for travelers who appreciated a sense of historical character and refined comfort near the bustling Union Square.

The Acquisition and Rebirth

The pivotal moment came when DiamondRock Hospitality Company acquired the fee simple interest in the Hotel Rex. Following this acquisition, the property was slated for a major overhaul. In late 2018 and early 2019, the Viceroy Hotel Group took over management and spearheaded an extensive renovation and rebranding effort. The goal was to shed the old identity and introduce a concept that was both fresh and deeply rooted in local culture. The result was the birth of Hotel Emblem San Francisco. This new identity was strategically designed to capture the rebellious and expressive energy of the Beat Generation—the 1950s literary movement centered in San Francisco and New York that included iconic figures like Jack Kerouac and Allen Ginsberg. The rebranding was completed in early 2019, officially ushering in a new era for the boutique hotel at 562 Sutter Street.

A Bohemian Rhapsody: The Beat Generation-Inspired Design and Amenities

Hotel Emblem is not just a place to sleep; it is a fully immersive, literary-themed experience. The design is a curated mix of bohemian chic and sophisticated edge, intentionally crafted to inspire creativity and conversation among guests. This focus on a distinct, high-concept theme is what makes the former Hotel Rex property a truly unique offering in the crowded San Francisco hotel market.

The Design Philosophy: Where Writers Roam

The moment guests step into Hotel Emblem, they are greeted by a lobby designed to feel like a writer's den. The decor features bold patterns, rich colors, and unique art installations, all paying homage to the Beatnik era. Key design entities and features include:

• The Writer's Dens: Communal spaces featuring old-fashioned typewriters, encouraging guests to tap into their own creative spirit.
• Literary-Themed Rooms: Each of the 96 guestrooms is adorned with unique artwork and furnishings that reflect the hotel's bohemian theme. Rooms are praised in recent reviews for being spacious for a city hotel and featuring premium bedding and modern amenities like espresso makers.
• The Book Butler: A unique guest service offering a curated selection of books for in-room reading, further cementing the literary focus.
• The Obscenity Bar & Lounge: A stylish, communal bar and lounge that serves as the hotel's social hub, often featuring live music and a vibrant atmosphere. This area is a direct nod to the Beatniks' love for jazz and intellectual discourse.

The hotel's current features also include renovated bathrooms with large showers, complimentary high-speed Wi-Fi, and a commitment to environment-friendly policies. The meticulous attention to detail in the renovation ensures that the property feels entirely new and modern, despite its historical foundation.

The Ultimate Union Square Base: Location and Local Attractions

One of the most valuable aspects of the former Hotel Rex, and now Hotel Emblem, is its unbeatable location. Situated at the confluence of several storied San Francisco neighborhoods, the hotel serves as the perfect jumping-off point for exploring the city's cultural and commercial heart.

A Hub of Culture and Commerce

The hotel's address at 562 Sutter Street places it squarely in the Theater District, just a four-minute walk from the world-famous Union Square. This central location provides guests with immediate access to a wealth of attractions and amenities, making it a highly desirable destination for both leisure and business travelers. Topical Authority Entities & Nearby Attractions: The hotel's proximity to these key San Francisco entities significantly enhances its appeal:

• Union Square: The city's premier shopping and dining destination, home to major department stores and luxury boutiques.
• The Theater District: Easy walking distance to historic venues like the Curran Theater and the Golden Gate Theatre, perfect for catching a Broadway show or major production.
• Nob Hill: The upscale, historic neighborhood is just a short walk away, offering stunning views and access to iconic hotels and restaurants.
• Chinatown: One of the oldest and most established Chinatowns in North America is easily accessible, providing a rich cultural and culinary experience.
• San Francisco Museum of Modern Art (SFMOMA): A short ride away, offering world-class contemporary art collections.
• Public Transportation: Excellent access to the city's cable cars and MUNI lines, making it simple to reach Fisherman's Wharf, Lombard Street, and other major sites.

Modern Guest Experience and Reviews

Current guest reviews for Hotel Emblem San Francisco consistently highlight the property's unique charm, the friendliness of the staff, and the spacious, clean rooms. Travelers often praise the hotel for its atmosphere, noting that it successfully delivers on its promise of a distinctive, literary-themed stay. The communal spaces, particularly The Obscenity Bar, are frequently mentioned as highlights, providing a social environment that encourages interaction—a true reflection of the Beat Generation's spirit of community and free expression. In summary, while the name "Rex San Francisco Hotel" belongs to the past, its legacy lives on in the form of the vibrant, newly re-imagined Hotel Emblem San Francisco. It stands as a top-tier boutique hotel that has successfully blended its historical roots with a compelling, modern, and utterly unique literary theme, making it a must-stay destination for contemporary travelers.

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