Début Hotel Group, Hampshire Hotels Management’s collection of lifestyle hotels, has started a comprehensive refresh of New York’s Time Hotel.
Locally based Rockwell Group will complete the renovation of the 193-room hotel’s lobby, restaurant, guestrooms, and public spaces.
As a nod to the hotel’s Times Square location, the aesthetic is contemporary and rooted in the concept of time. Accommodations will be outfitted in custom furniture, leather upholstered beds, jewel-case-inspired wardrobes, and area rugs with watercolor patterns. A single pendant light will hang above the bed to cast reflections on a wallcovering printed with a crumpled paper pattern and transform the bed’s headboard into an art piece.
“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,” says Eric Danziger, president and CEO 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.”
“We’re excited to be working with Eric Danziger and his team on the renovation of the Time New York—their flagship property,” adds David Rockwell, founder and president of Rockwell Group. “The project provides us with a wonderful opportunity to reimagine 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.”
On the second floor, a day lounge with a communal worktable and window seating nooks will serve as a gathering area for guests. Sculptural corset-style drapes will define the adjacent bar area rising at night to combine the two spaces. The lower-level restaurant, Serafina, will feature natural materials and a Northern Italian-inspired palette.
Hampshire Hotels Management originally opened the Time hotel in 1999.
“We saw the opportunity years ago for redefining travelers’ experiences with hotels while making properties more user-friendly and profitable,” says Vikram Chatwal, founder of the Time Hotels brand and owner of the Time New York. “This was how we first conceptualized the Time brand and it remains true today as we relaunch our flagship hotel in one of the greatest cities in the world.”
Renovations are slated for completion this fall.
