Debút Dishes Details for The Time’s Redesign

Rockwell Group revamping New York hotel

Boutique Design

Debút Hotel Group has unveiled design details for the transformation of The Time Hotel in New York’s Time Square. Rockwell Group is redesigning the lobby, restaurant, guest rooms and suites at the brand’s flagship locale, creating a refreshed look inspired by modern art and the concept of time, project participants say. Renovations are slated for completion this fall, and the hotel will remain open throughout the $20 million renovation, according to its website.

“The project provides us with a wonderful opportunity to re-imagine 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,” says David Rockwell, founder and president, Rockwell Group.

Debút Hotel Group is a collection of lifestyle brands that was launched by Hampshire Hotels Management earlier this year. Hampshire first opened The Time Hotel in midtown Manhattan in 1999, and as part of its development strategy is evolving the hotel into the upper-upscale brand, Time Hotels. So far, the New York hotel is the only property in the brand’s portfolio.

At the Times Square locale, the 193 guest rooms (including 25 suites) are undergoing a top-to-bottom revamp that will incorporate custom furniture including leather upholstered beds, wardrobes inspired by jewel cases and watercolor-patterned area rugs. A pendant of lens lights suspended over the beds will cast reflections on a wallcovering printed with a crumpled-paper pattern.

Rockwell Group is also spearheading the redesign of the property’s public spaces, including a second-floor reception area that will provide views of a lounge and bar. A day lounge with a communal work table and window seating nooks will be located behind the elevator corridor, and the adjacent bar area will be defined by sculptural, corset-style drapes that can be raised to merge the two areas at night. On the lower level, near the hotel’s entry, the Serafina restaurant will be decked with natural materials and a palette inspired by northern Italy.

“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,” says Eric Danziger, president and ceo of Début Hotel Group and Hampshire Hotels Management.

“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.”