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Noelle Hotel Opens in Nashville With Keep Shop Retail Experience

As travel has moved more into experiential getaways and individualized lodging experiences — from Airbnb to boutique hotels — the gift shop, itself an antiquated notion, is playing catch up.
Introducing Keep Shop, the boutique inside the new Noelle hotel in Nashville. Owned by Rockbridge, conceived by Dallas-cased hotel operator Makeready and curated by Libby Callaway, a former editor at the New York Post who is the founder of Nashville-based public relations firm The Callaway, the boutique within the boutique hotel offers custom accessories, vintage clothing and art sourced mostly from the surrounding area.
“I’ve gone out to all my favorite local designers and artists and makers and asked them to create something one of a kind or an exclusive range of products,” says Callaway, citing a custom line of ceramics inspired by the “whole Memphis design movement” of “whole pop-y colors,” clothing from local designer Han Starnes, and a culling of Callaway’s own vintage collection.

Libby Callaway
Emily Dorio

“I wanted to stay true to, in addition to being local, focusing on the era of the hotel, which is deco,” Callaway says. “It was built in 1930. I’ve gotten a lot of cool beaded flapper bags, and little suede envelope bags from

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