Let's face it, subtlety is so last season. In our fast-paced, very self-expressed world, bold is the new black. Being "in"means being unapologetically you. It's a refreshing energy that's liberating, candid, and always, always frank.

Formerly known as Maxwell Hotel San Francisco, the newly re-named Hotel Frank offers Union Square accommodations with a bold cosmopolitan style right in lively Union Square in San Francisco. Surrounded by the contemporary hip-meets-classic Thomas Schoos' design, the hotel atmosphere is conducive to being the many sides of you: from straight-forward business, to flat-out fun, to out-right relaxation. Here, you can loosen your tie or shorten your hemline. That's the point. Frank is free-thinking and fashion-forward.

At Hotel Frank San Francisco the world is literally at your fingertips. Just outside the front door, Union Square shopping is steps away in fashionable Union Square; or dash across the street to catch the second act of a Tony Award-winning play, in the popular Theatre District. Savor a delectable bite at the hottest new San Francisco restaurant, or hunker-down with room service in your own cozy, well-appointed room to put the finishing touches on that winning Power Point presentation. Or, if you're looking for suggestions, just ask.

Yes, we got the memo. It is all about you. So, dare to be you, or dare to be different: from utterly responsible, to decadently indulgent. The straight-forward truth is that at this San Francisco Hotel, you can be what you want, have it the way you like it, or change your mind at the drop of a hat.

So check your subtlety at the front desk, and prepare to be unabashedly you. Hotel Frank San Francisco is urban, it's hip, it's fashionable, and it's quite frankly, Frank.