New York

DEVELOPERS Oleg Pavlov and Seth Schumer just finished construction on two buildings in Manhattan. Now comes the hard part, as they try to get a new hotel brand off the ground.

The duo, executives at London-based Quadrum Global, initially planned to team up with John Pritzker's Commune Hotels & Resorts to open properties at the sites under its micro-unit Tommie brand. Instead, they parted ways with Commune - and its name recognition - and are starting their own hospitality firm, Arlo.