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HB ON THE SCENE: Time Hotel New York Celebrates Grand Opening

NEW YORK—The Time New York hotel, the flagship hotel of the Time Hotels brand, hosted an exclusive preview event on Dec. 16 of the re-imagined property, following a multimillion-dollar renovation.

“Our Time Hotels flagship elevates the hospitality experience and sets a new standard for the lifestyle segment in New York City,” said Jay Stein, interim CEO of Dream Hotel Group. “Our friends and partners at Rockwell Group have created a welcoming and refined experience which will provide guests with a glimpse of what’s to come as we grow and develop the brand around the world.”

Located in Times Square, the 193-room hotel underwent a comprehensive design transformation, including a renovation and redesign of its lobby, restaurant, guestrooms and suites, by the New York-based Rockwell Group. The renovation includes newly redesigned common spaces, restaurant, bar and lounge.

The revitalized property attempts to offer travelers an urban lifestyle destination with a refined edge in the heart of Midtown Manhattan. The hotel features reappointed guestrooms, including 25 suites, complete with custom furniture including leather upholstered beds, wardrobes inspired by jewel cases and watercolor-pattern area rugs. A pendant of lens lights suspended over the bed is intended to cast reflections on a wallcovering printed with a crumpled paper pattern.

Rockwell Group led the redesign of the property’s public spaces. On the second floor, a light and airy reception area provides guests with glimpses of the lounge and bar areas, according to the firm. Behind the elevator corridor, a day lounge with a communal worktable and window seating nooks provide guests and visitors with areas to socialize or work. The adjacent bar area is 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 with a modern twist.

David Rockwell, founder and president of Rockwell Group, said, “The project provided us with a wonderful opportunity to re-imagine a brand, creating an environment that is intricately layered with art, craft and technology, and is reflective of the growing number of creative industries in New York.”

The Time New York hotel also provides a triplex penthouse suite, which includes a concealed kitchenette, full dining room, two outdoor terraces and a master bedroom suite with dry sauna.

Serafina and bar/lounge Le Grande are both operated by Eric Marx and Lisle Richards of The Metric.

The Time hotel opened in 1999. As part of the company’s brand development strategy, Time Hotels has been transformed into an upper-upscale brand catering to a clientele looking for progressively designed spaces and forward-thinking dining options in centrally located gateway cities, according to the brand.