Novotel Times Square
New York, NY
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 as a LED wall and ceiling installation, reminiscent of the Times Square ball drop, pulsed with color and light throughout the day and a digital countdown clock references the passage of time. The concept continues in the seventh floor reception and lobby area 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.