Smarthinking Inc.
INFINITE HOSPITALITY
Most hotels look fine and feel empty. I fix that. If your asset needs a reset, or your vision needs focus, you’re in the right place.
This Assembly gives you access, not overhead. One sharp mind or a full table of talent, brought in when it matters and gone when it doesn’t. No long-term baggage. No bloated teams. Just the right people, at the right moment.
This Assembly isn’t a firm. It isn’t a consultancy. It’s a hand-picked team of people who’ve built, opened, operated, and turned around real hotels. We don’t theorize. We’ve lived the work. We know what moves the needle, what wastes money, and what guests actually feel.
This Assembly is a curated roster built to change the trajectory of your hotel. Bring in one specialist or tap the full constellation. Real estate. Operations. Culinary. Design. Brand. Each stands on its own. Together, they move fast.
Every company operates independently with its own leadership and craft. They link up when the project demands it. The thread that ties it all together is Bashar Wali, curating the talent, connecting the dots, and steering the work.
A collection of independent, award-winning companies, led by people who know this business in their bones. Alone, they excel. Together, they change the result. Hotels that feel better. Operations that run smarter. Returns that look healthier.
FPI turns ambition into action and assets into icons. From underwriting and feasibility to development strategy, syndication, and asset management, FPI provides real estate expertise with a hospitality soul. We don't just build hotels. We build enduring value.
Where operations meet emotion. Practice Hospitality manages lifestyle properties with intention, originality, and obsession over every detail. Because great hotels aren't just visited, they're felt.
The most powerful human connections are made over a shared meal. From buzzy restaurants to intimate member clubs, Table & Tribe crafts social spaces that foster community, inspire loyalty and drive profitability.
Design with soul. Andrew Alford Creative blends bold interiors with storytelling to create spaces that seduce, surprise, and stay with you long after checkout.
Not just another hotel. Another is a brand built on meaning, memory, and human connection. It's hospitality that moves people, not just markets.
I’m Bashar Wali. Hotels are my medium. Culture is my obsession. I never repeat a stay. Founder of This Assembly.
I’ve stayed in thousands of hotels around the world, 275 in Manhattan alone. One night each. Not for points. Not for clout. For clarity. For perspective. When you test and obsess at that level, you learn what great feels like, what forgettable looks like, and exactly why.
I’ve built hotels. Opened them. Operated them. Rescued them. Every shape, every size.
I’ve done every job in this business, from frying eggs to raising capital. I’ve chaired the YPO Hospitality Business Network. I’ve advised owners and brands. I’ve taught in university classrooms.
I’m not listing titles. I’m setting context.
When you’ve walked the walk, you show up different.
Here’s the truth.
Hospitality isn’t design. It isn’t tech. It isn’t lighting.
It’s how people feel.
Most places forgot that.
This Assembly exists to bring it back.
Top talent. Shared taste. Zero fluff.
If you need help, you know how to find me.
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