Josh Held remembers when the W New York – Times Square first opened its posh Living Room bar and lounge in 2001. Located adjacent to the lobby, “the Living Room bar was a destination, not just for hotel guests but for New Yorkers,” Held recalls. “Nothing changed about the space, but the world evolved around it and it lost that appeal.” 

So Held and the team at his local firm Josh Held Design—working closely with the Starwood Hotels & Resorts design team—took on the challenge of breathing new life into the space. Now the neon-drenched charm and history of Times Square is on full display in the hotel lounge’s bold new look.

Held adds that the W brand was a major influence for the $10 million project, but the goal was to cater to the new expectations of today’s clients. “This was our opportunity to show the world the W of today, and what the future will be,” he says. “It was paramount to us to make it a destination again.”

Stepping off the elevator into the lobby and Living Room, guests are greeted by a cut-metal screen, modeled after stage curtains in reference to the nearby theater district. Smoked bronze glass, velvet fabric, and high-gloss lacquers paint the face of the lounge with an aesthetic that is undeniably New York. Disguised as a grand piano, an abstract communal table acts as a centerpiece, reminiscent of 1920s and ’30s piano bar days. Animations and distinct Times Square-style lighting are projected from more than 1,200 small LED light fixtures to bring the sidewalks’ energy inside, while visitors can enjoy custom cocktails by IndieFORK while lounging on the built-in, skybox-inspired banquettes swathed in gold tones.

Neon artwork depicting some of Times Square’s more provocative aspects from the ’70s and ’80s cuts across the back of the 40-foot-long bar, its elements lighting up as the day progresses into night. Also adorning the walls leading to the women’s restroom are hand-done murals by street artist Lady Aiko. The murals utilize a variety of techniques, including silk screening and collaging, to tell Times Square’s colorful and curious history.  

The Living Room’s focal point, however, is a large ball that doubles as the DJ booth at night. “One of the biggest challenges was how to include a DJ booth and VIP area that did not look out of place during the day,” says Held. “We created a 10-foot-tall section of a geodesic dome made from steel and dichroic glass, reminiscent of the Times Square Ball. At night it rotates to become the backdrop of the DJ and VIP area,” complete with a digital clock that counts down to January 1st.

“The design of W Times Square started with a narrative drawn from the site’s past, present, and future,” explains Held. “The success of every project starts with the narrative. Every design decision relates back to it.”