Hilton celebrates new Canopy brand in D.C.

Hilton on Tuesday hosted about 100 guests at the Canopy by Hilton Washington D.C. The Wharf to commemorate the brand's recent U.S. debut.

Representatives from Hilton, developer PN Hoffman and hotel-management company Concord Hospitality vowed that the hotel will reflect the upper-upscale lifestyle brand's ethos of providing a local experience, and will be a key part of The Wharf, a mile-long development whose first phase opened along the Washington Channel last October.

While Canopy made its worldwide debut in Reykjavik, Iceland, in summer 2016, the brand's first U.S. hotel opened as part of The Wharf last October. Its second opened earlier this month in nearby North Bethesda, Maryland.

Among Canopy's brand standards are locally sourced ingredients for food and beverages, an informal service attitude in which workers are referred to as "enthusiasts," and ceiling-high grey wooden headboards that overhang the beds to form a slight "canopy" in the guestrooms.

"There's no question this is one of the most vibrant neighborhoods anyone's going to experience," said Canopy by Hilton global head Gary Steffen. "This [hotel] screams local."

Steffen estimated that six more Canopy hotels would open this year. There are about 30 Canopy hotels in the development pipeline.