The W New York - Times Square has unveiled an impressive $10 million lobby renovation.
The much-anticipated reveal marks just one phase of an exciting refresh.
Known as the Living Room, the new lobby features a plethora of welcoming amenities and special touches unique to Times Square. For example, the Living Room Bar features an eye-catching neon art piece stretching 40 feet across the wall.
There's also a New Year's Eve-inspired DJ Ball on display.
Perhaps the coolest use of technology inside the new-look space is the private banquette equipped with a one-of-a-kind photo booth capable of instantly uploading images to Instagram and then transmitting them to mirrors in the hotel's bathrooms.
Given Times Square's reputation as a premier New Year's Eve destination, a custom LED light fixture behind the lobby's welcome desk fittingly displays a countdown to the new year in addition to several other animations.
"W New York - Times Square's dramatic new Living Room is yet again setting the scene in Manhattan's epicenter," said W Hotels' Global Brand Leader Anthony Ingham in a statement. "This is the perfect example of how W redefined - and continues to redefine - the hotel experience by weaving winks into its forward-thinking designs and guest experience, making it the ultimate place to work hard and play harder."
Other notable features include a grand piano-inspired communal table for socializing and a mural crafted by graffiti and street artist Lady Aiko.
The revamped lobby's layout and decor is complemented by a specialty cocktail menu.
Offerings like the Sunset Park Mule, Rush Hour SideCar and Washington Heights Manhattan are the creation of culinary group indieFORK, which utilizes many homemade ingredients.
In addition to the extensive Living Room renovation, the W New York - Times Square will feature a pair of new-look dining options as well as a W Hotels store that's set to open on its seventh floor later this year.
The shop's design will pay homage to the area's retro arcades.
"This multi-million dollar renovation marks the beginning of the next act for our hotel," said the hotel's General Manager Ed Baten. "With new cutting-edge designs in the new Living Room and two dynamic new restaurant venues, W New York - Times Square is sure to provide an energized experience in the heart of NYC."
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