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New boutique in Herald Square

The Gregory, a new 132-room boutique hotel located at 42 West 35th St. in New York City, is described as offering serenity and hospitality, embracing the creativity of Silicon Alley and embodying the bespoke craftsmanship of the Garment District, all in the heart of Herald Square. 

This is the second collaboration between Interstate Hotels & Resorts, hotel Asset Value Enhancement (hotelAVE) and Meadow Partners, the team behind The Renwick, which is launching this summer at 118th East 40th St. in New York City.

The hotel first opened as The Gregorian in 1903 to cater to the overflow of guests checking into the original Waldorf-Astoria, its former sister property, which is now the site of the Empire State Building. 

New York-based design firm Bill Rooney Studio, Inc. was tapped to head the project, creating inviting interiors outfitted with elements that channel 1940s New York City street style. Each guestroom will feature a rich color palette and vintage-inspired accents. Following a complete renovation, the The Gregory will pay homage to its past while delivering an experience tailored to the needs of today’s guests, according to the firm.