TIMES Square might not be a favourite locale of most New Yorkers however a new luxury hotel is set to revitalise the gaudy area most locals avoid at all costs.
The brainchild of hotelier Ian Schrager, the co-creator of legendary nightclub Studio 54, The Times Square EDITION is the ninth property for the hip Edition chain of hotels, in partnership with the Marriott International.
Cara Delevingne, Kendall Jenner, Suki Waterhouse were among the celebrity guests at the launch of the sleek new property, designed to usher in a new era for Times Square.
Visionary Schrager wants the new 452-room, five-star hotel, located at 20 Times Square 701 Seventh Avenue, to become a food and lifestyle destination that attracts hip Manhattan locals as well as visitors.
The hotel boasts a slew of dining experiences including fine dining establishment 701 West spearheaded by John Fraser – the first Michelin-starred chef to grace the neighbourhood - refined public spaces and terraces, 27 suites and an 1880-square-foot penthouse with a landscaped terrace and sweeping views over Times Square.
The five-star property's entertainment space and modern-day cabaret, Paradise Club, is not only a chic place for a tipple but will also feature shows - part theatre, part performance art - across a range of disciplines, each show different to the last.
"Times Square used to be the cultural mecca of not only this city or this country, but perhaps the world, and then it stopped being that," Schrager said last month.
"It was always a combination of high-brow and low-brow, and then the high-brow left. But [location] has never ever been an issue for me. If you build something special, then people will come."