If you know anything about the design of Schrager's hotels, from the urban playground The Hudson in New York to the gleaming Mondrian in L.A., it's that design takes first priority.

Design will no doubt be a component on the website too - Fabien Baron, Philippe Starck, former Razorfish creative director Michael Davis and web design company RGA all contributed creatively.

But even more emphasized will be functionality and user-friendliness - quite a boon, considering that some trendy non-Schrager independent boutique hotels, which shall remain nameless, have sites that are as navigable as a back road in Durango.

The site will not only have information on each hotel, but also offer an online reservation-booking system powered by TabletBookings, with nifty conveniences like floor plans for rooms and facilities -- including bar layouts, so you can plan just where to stake your claim at Asia de Cuba.

Web-only rates will come with a guarantee that they'll beat rates on other travel sites.

The site is more than basic info though: it'll have a guide called "The List," which will highlight local hotspots, shopping, restaurants and arts destinations near each hotel.

Other site sections include "Play," with celeb photos from a city's highest profile events, and "Shop," so you can buy hotel products like the Agua spa goodies or a plush terry bathrobe.

And short films and animated clips, with work by young filmmakers and graphic artists, will keep Schrager groupies clicking.