PROJECT ASH IS A DEVELOPMENT CONSISTING OF TWO HOTELS AND MUCH MORE
THE NAME PROJECT ASH IS CREATIVE - TWO NEW HOTELS [SITE FACING ON TO GREAT STRAND STREET AND MIDDLE ABBEY STREET]
From Dereliction to Destination: The Story of Abbey Street's New Landmark
In the heart of Dublin 1, between Abbey Street Upper and Great Strand Street, a semi-derelict plot is undergoing a remarkable transformation. What was once a vacant site, partly owned by the state transport company CIÉ, is now rising from the ground as "Project Ash" – a major development set to introduce two new hotels to the city's skyline.
This project is a story of significant international investment. Led by Irish developer Marlet Property Group, the finished hotels will be owned by Starwood Capital Group, a major global private equity firm. Day-to-day operations will be managed by one of the world's most recognisable hospitality brands, Marriott International. It's a venture that weaves together Dublin's deep history with its ambitious future.
The Vision: Two Hotels, One Integrated Site
The development will feature two distinct hotels built over a shared basement, complemented by new retail spaces and a public walkway designed to breathe new life into the area's laneways.
Courtyard by Marriott: Fronting onto the bustling Abbey Street Upper, this 11-storey hotel will offer 252 bedrooms. It's designed to cater to business travellers and tourists on shorter city breaks, placing them directly on the Luas Red Line and moments from the main retail district.
Residence Inn: Facing the quieter Great Strand Street, this 10-storey aparthotel will feature 222 self-contained units. As an extended-stay brand, it's perfect for corporate clients on longer assignments or families seeking the convenience of apartment-style living.
The project also includes over 1,600 square metres of ground-floor retail space and a new covered walkway connecting Byrnes Lane to Great Strand Street, supporting Dublin City Council's strategy to improve pedestrian flow. After securing planning permission in August 2022, construction began in 2024, with a completion date expected in 2026. Interestingly, a previous plan for a build-to-rent apartment scheme on this site was rejected, indicating a clear strategic decision by planning authorities to prioritise tourism and economic activity in this core city-centre location.
The Team Behind the Transformation
A project of this scale involves a multi-layered team of industry leaders, each playing a crucial role:
Client & Hotel Owner (Starwood Capital Group): The primary global investor and ultimate owner of the completed hotels.
Developer & Project Manager (Marlet Property Group): The Dublin-based firm managing the project from planning through to construction.
Hotel Operator (Marriott International): The global hospitality giant that will manage both hotels under its Courtyard and Residence Inn brands.
Main Contractor (Bennett Construction): The firm responsible for the physical construction of the buildings.
Architect (MCA Architects): The creative force behind the design of the hotel complex.
Planning Applicant (Abbey Street DevCo Ltd): A Special Purpose Vehicle created specifically for the project, a standard practice in large-scale development.
A Site Steeped in History and Forged in Fire
The streets here are named after the great Cistercian Abbey of St. Mary, which dominated this part of Dublin from the 12th century until its dissolution in 1539. Great Strand Street marks the original path along the Liffey's riverside strand before centuries of land reclamation. By the 18th century, it had become a busy service lane of warehouses and stables for the grand merchant houses on Ormond Quay.
The 20th century saw the site's character shift, with part of the land coming under the ownership of CIÉ and falling into dereliction. But its most dramatic history is one of destruction and renewal, marked by a series of significant fires.
The Fires of Abbey Street
1916 Easter Rising: Abbey Street was at the epicentre of the fighting. British artillery shelling caused catastrophic fires that destroyed Wynn's Hotel, the Royal Hibernian Academy, and the original Clery's and Eason & Son buildings.
1951 Abbey Theatre Fire: The original Abbey Theatre on Lower Abbey Street was tragically destroyed by a major fire, forcing the company into a 15-year exile.
1970 Arson Attacks: A series of major fires struck warehouses and timber stores along the street.
2008 'Film House' Fire: In December 2008, a major blaze broke out in a derelict building named "Film House" on the corner of Middle Abbey Street. This confirms local memory of a fire at a film storage facility—a credible event given that early cellulose nitrate film stock was notoriously flammable and prone to spontaneous combustion.
A Smart Strategy in a Competitive Market
The decision to launch two different hotel brands on one site is a highly strategic move. It allows the development to capture a broad spectrum of the market:
The Courtyard targets the high-volume, short-stay tourist and corporate market.
The Residence Inn caters to the stable, long-duration corporate and relocation market.
This dual-brand approach provides a hedge against market fluctuations and creates significant operational efficiencies. It's a calculated investment, reflecting strong global confidence in Dublin's thriving tourism sector, which boasted Europe's highest hotel occupancy rate in 2023. While nearly 3,000 new hotel rooms are expected in Dublin by 2025, this project's prime location, powerful branding, and diversified offering position it perfectly to succeed in an increasingly competitive landscape.
From the lands of a medieval abbey, through centuries of commerce, fire, and dereliction, this site is now being reborn. "Project Ash" is more than just two new hotels; it's a symbol of Dublin's constant regeneration and a key barometer for the future of the city's core.
From Dereliction to Destination: The Story of Abbey Street's New Landmark
In the heart of Dublin 1, between Abbey Street Upper and Great Strand Street, a semi-derelict plot is undergoing a remarkable transformation. What was once a vacant site, partly owned by the state transport company CIÉ, is now rising from the ground as "Project Ash" – a major development set to introduce two new hotels to the city's skyline.
This project is a story of significant international investment. Led by Irish developer Marlet Property Group, the finished hotels will be owned by Starwood Capital Group, a major global private equity firm. Day-to-day operations will be managed by one of the world's most recognisable hospitality brands, Marriott International. It's a venture that weaves together Dublin's deep history with its ambitious future.
The Vision: Two Hotels, One Integrated Site
The development will feature two distinct hotels built over a shared basement, complemented by new retail spaces and a public walkway designed to breathe new life into the area's laneways.
Courtyard by Marriott: Fronting onto the bustling Abbey Street Upper, this 11-storey hotel will offer 252 bedrooms. It's designed to cater to business travellers and tourists on shorter city breaks, placing them directly on the Luas Red Line and moments from the main retail district.
Residence Inn: Facing the quieter Great Strand Street, this 10-storey aparthotel will feature 222 self-contained units. As an extended-stay brand, it's perfect for corporate clients on longer assignments or families seeking the convenience of apartment-style living.
The project also includes over 1,600 square metres of ground-floor retail space and a new covered walkway connecting Byrnes Lane to Great Strand Street, supporting Dublin City Council's strategy to improve pedestrian flow. After securing planning permission in August 2022, construction began in 2024, with a completion date expected in 2026. Interestingly, a previous plan for a build-to-rent apartment scheme on this site was rejected, indicating a clear strategic decision by planning authorities to prioritise tourism and economic activity in this core city-centre location.
The Team Behind the Transformation
A project of this scale involves a multi-layered team of industry leaders, each playing a crucial role:
Client & Hotel Owner (Starwood Capital Group): The primary global investor and ultimate owner of the completed hotels.
Developer & Project Manager (Marlet Property Group): The Dublin-based firm managing the project from planning through to construction.
Hotel Operator (Marriott International): The global hospitality giant that will manage both hotels under its Courtyard and Residence Inn brands.
Main Contractor (Bennett Construction): The firm responsible for the physical construction of the buildings.
Architect (MCA Architects): The creative force behind the design of the hotel complex.
Planning Applicant (Abbey Street DevCo Ltd): A Special Purpose Vehicle created specifically for the project, a standard practice in large-scale development.
A Site Steeped in History and Forged in Fire
The streets here are named after the great Cistercian Abbey of St. Mary, which dominated this part of Dublin from the 12th century until its dissolution in 1539. Great Strand Street marks the original path along the Liffey's riverside strand before centuries of land reclamation. By the 18th century, it had become a busy service lane of warehouses and stables for the grand merchant houses on Ormond Quay.
The 20th century saw the site's character shift, with part of the land coming under the ownership of CIÉ and falling into dereliction. But its most dramatic history is one of destruction and renewal, marked by a series of significant fires.
The Fires of Abbey Street
1916 Easter Rising: Abbey Street was at the epicentre of the fighting. British artillery shelling caused catastrophic fires that destroyed Wynn's Hotel, the Royal Hibernian Academy, and the original Clery's and Eason & Son buildings.
1951 Abbey Theatre Fire: The original Abbey Theatre on Lower Abbey Street was tragically destroyed by a major fire, forcing the company into a 15-year exile.
1970 Arson Attacks: A series of major fires struck warehouses and timber stores along the street.
2008 'Film House' Fire: In December 2008, a major blaze broke out in a derelict building named "Film House" on the corner of Middle Abbey Street. This confirms local memory of a fire at a film storage facility—a credible event given that early cellulose nitrate film stock was notoriously flammable and prone to spontaneous combustion.
A Smart Strategy in a Competitive Market
The decision to launch two different hotel brands on one site is a highly strategic move. It allows the development to capture a broad spectrum of the market:
The Courtyard targets the high-volume, short-stay tourist and corporate market.
The Residence Inn caters to the stable, long-duration corporate and relocation market.
This dual-brand approach provides a hedge against market fluctuations and creates significant operational efficiencies. It's a calculated investment, reflecting strong global confidence in Dublin's thriving tourism sector, which boasted Europe's highest hotel occupancy rate in 2023. While nearly 3,000 new hotel rooms are expected in Dublin by 2025, this project's prime location, powerful branding, and diversified offering position it perfectly to succeed in an increasingly competitive landscape.
From the lands of a medieval abbey, through centuries of commerce, fire, and dereliction, this site is now being reborn. "Project Ash" is more than just two new hotels; it's a symbol of Dublin's constant regeneration and a key barometer for the future of the city's core.
TWO NEW HOTELS