The renovation and repositioning of the Novotel Times Square returned the property to its’ former standing as a luxury destination in New York’s iconic strip. The new, futuristic design was inspired by celebration of renewal–a reference to Times Square’s pop-culture significance as the host of New Year’s activities–incorporating architecture, video, and light effects to create an immersive experience for the visitor.

The street-level arrival area has a transitional enveloping atmosphere with a LED wall and ceiling installation, reminiscent of the Times Square ball drop. The seventh-floor lobby continues this concept with lines and facets inspired by a shattered Times Square ball, while the restaurant features large-scale art pieces depicting scenes of new beginnings and firework-inspired lights adorning the ceiling. All 480 rooms were renovated to meet the needs of both business travelers and tourists with increased circulation space, additional storage, and upgraded FF&E.