ELEVATING AN ICONIC DESTINATION
Times Square is one of the most iconic locations in the United States, or even the world. Home to the Broadway Theater District and countless shopping, dining, and nightlife options, it is a popular tourist destination. Add the central Midtown location, and it is popular among business travelers as well.
Despite all that, Times Square is known more for its bustling energy and eye-popping signs than its places to stay. We saw a gap in the area’s hotel set which we could fill—creating a new luxury offering that is sophisticated enough for business travelers, yet comfortable enough to feel like home for leisure travelers. A gap perfectly suited for the EDITION brand’s style of modern luxury.
So, we did just that. The stylish rooms and communal spaces of the Times Square EDITION have a comfortable and luxurious feel while also meeting the needs of business travelers with highly functional, technologically advanced work environments.
We wanted to build an “office away from the office” and a “home away from home,” all in one.
At the same time, we set out to create a new way to engage with Times Square. Most experience it outside among the chaos, from the street level looking up. Or, they are isolated inside buildings, looking down at the freneticism. But now, there is another option: we built outdoor spaces into the hotel, letting guests take in the sites outside, immersed in the incredible energy yet well out of the fray.
The EDITION gives travelers new highs to expect from stays in Times Square.
MODERN LUXURY WITH AN URBAN BUZZ
The Times Square EDITION rooms have a clean, minimalist design which anchors guests in a feeling of modern luxury. Most feature floor-to-ceiling windows with direct views of the square—perfect for an upscale at-home or in-the-office feel. Some rooms offer private balconies for those who want to experience the exuberance of Times Square with all of their senses.
Guests have access to 40,000 square feet of distinctive food and beverage outlets. This space includes a signature restaurant with a 5,800 square foot beer garden, an event deck overlooking Times Square, and an all-day dining venue featuring terrace views of the square.
The impact of the Times Square EDITION is not limited to what happens inside the property. It also contributes to the iconic atmosphere of the square with a new LED sign, which is one of the largest and most technologically advanced in the world.
For leisure travelers and businesspeople alike, this is a new way of experiencing Times Square.
For over 5 decades, since the ‘70s, Ian Schrager has achieved international recognition for concepts that have revolutionized the entertainment, hospitality, food and beverage, retail, and residential industries. He has changed the way we live our lives, entertain ourselves, party, dance, socialize, holiday, work, dine, drink, play, shop, and even how we see the world. His passionate commitment to the modern lifestyle has been expressed through a series of pioneering concepts and the creation of numerous original innovations that have become standards and continue to be imitated throughout the world. His keen instincts for the mood and feel of popular culture were honed during the ‘70s and ‘80s, when he and his late business partner, Steve Rubell, created the legendary and groundbreaking Studio 54 and Palladium nightclubs. They soon turned their attention to the hotel business, opening Morgans Hotel in 1984 and introducing the concept of the “boutique hotel” to the world. The partners saw the opportunity to challenge the traditional “take no offense” white box and mass-market mentality in favor of something more unique, daring, and original that gave people an elevated experience and elicited an emotional, visceral reaction. What was accomplished, for the first time, was that a hotel could appeal to a sensibility and be freed from the constraints of traditional demographics. The entire hotel industry was turned on its head. Part visionary, part social scientist, and part businessman with a gift for seamlessly integrating art and commerce, everything Ian Schrager has accomplished chronicled the cultural narrative of that time and has been an unequivocal success.
Winthrop Realty Trust
Winthrop Realty Trust, headquartered in Boston, Massachusetts, is a NYSE-listed real estate investment trust (REIT) focused on acquiring, owning, operating and investing in real property as well as real estate financial instruments including CMBS, bonds, REIT preferred and common stock.
New Valley LLC is the real estate subsidiary of Vector Group Ltd. (NYSE: VGR) and maintains equity positions in numerous real estate investments, including a broad portfolio of domestic and international projects in the U.S. and Caribbean. New Valley targets opportunities in high barrier to entry markets with irreplaceable locations that generate strong risk-adjusted returns. New Valley’s investment and development portfolio is comprised of apartments/condominiums, hotels, and land in Manhattan, Queens, Miami Beach, Los Angeles, Palm Springs, Maryland, and Bermuda. New Valley owns 70% of Douglas Elliman, the largest residential real estate brokerage firm in the New York metropolitan area and fourth-largest in the U.S.