NEW YORK—Début Hotel Group announced a comprehensive design transformation of The Time Hotel, located at West 49th Street and Broadway in New York’s Times Square.
Reimagined as a destination for creative professionals, travelers, and local residents, the 193-guest room hotel is undergoing a floor-to-ceiling renovation and redesign of its lobby, restaurant, guestrooms, and suites by the Rockwell Group.
Guests will find a contemporary environment inspired by modern art and the concept of time. The hotel will feature reappointed guestrooms, including 25 suites, with custom furniture including leather upholstered beds, wardrobes inspired by glittering jewel cases, and watercolor pattern area rugs. A pendant of lens lights suspended over the bed will cast reflections on a wallcovering printed with a crumpled paper pattern.
“As the flagship hotel for the expanding Time Hotels brand, The Time New York not only raises the bar, but exceeds it, setting the standard for sophisticated hospitality in New York,” said Eric Danziger, president and chief executive officer of Début Hotel Group and Hampshire Hotels Management. “We knew this project would be special from the very beginning, which is why we turned to our friends at Rockwell Group to create a welcoming, yet refined, design experience for guests to rediscover The Time in New York and get a glimpse of what’s to come as we continue to grow and develop the brand identity for future Time Hotels worldwide.”
Rockwell Group will also lead the redesign of the property’s public spaces. On the second floor, a light reception area provides guests with glimpses of the lounge and bar areas. Behind the elevator corridor, a day lounge with a communal work table and window seating nooks provide guests and visitors with areas to socialize or work. The adjacent bar area will be defined by sculptural corset-style drapes. At night, the drapes can be raised to merge the day lounge with the bar area. On the lower level, near the entry, the hotel’s restaurant, Serafina, will feature natural materials that invoke a northern Italian-inspired palette.
“We’re excited to be working with Eric Danziger and his team on the renovation of The Time New York – their flagship property,” said David Rockwell, founder and president, Rockwell Group.
Comprehensive renovations of The Time New York are slated for completion in fall 2015.
Vikram Chatwal, the founder of the Time Hotels brand and owner of The Time New York, said, “We saw the opportunity years ago for redefining travelers’ experiences with hotels while making properties more user-friendly and profitable.”
