BY CHARU SURI | The new Marram hotel in Montauk, which opens August 23, echoes this forward-thinking design sensibility. Atit Jariwala, chief executive officer of hospitality company Bridgeton and the visionary behind the hotel, says that the idea of transforming the former Atlantic Terrace motel grew from the fact that he spent a lot of time there, and saw “a tremendous amount of demand from folks who wanted to get as far away from New York City as possible.” Marram—the English word for the wild seagrass that is found all around the hotel, often planted in elegant dunes—has a prime spot right on the beach. Many of its 96 rooms face the churning waves of the Atlantic Ocean.

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