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HOTEL REVIEW


terrace in Manhattan, 669 rooms and a ‘Yobot’ to automatically store guest’s luggage. If there was a time when the Yo! brand really deserved the use of that famous exclamation mark, this was it. But its absence is just one of the many ways this development confounds expectations. The location is listed as Times Square


T


but the hotel seems to cock a snoop at the vulgarity of that famous intersection and proudly faces away from it. The hotel is closer to the Lincoln Tunnel and the thousands of residents of Hudson River tower blocks than it is to the Great White Way. The building is on 42nd Street but prefers the address ‘570 10th Avenue’, so what’s going on? Yotel CEO Gerard Greene explains that there is no typical guest or segment that they are trying to attract to Yotel. “The proximity to


his is the biggest new hotel New York City has seen in a decade, with 23 floors, 20,000ft2 public space, the largest roof


of


the Javits Convention Center is as important to us as Times Square. We haven’t officially opened yet and yet I have seen everyone here from curious locals, traditional American tourists, business people and obviously young kids wanting the Yo! experience.With this many rooms we do not have a demographic, we want to welcome everybody. We have everything from family rooms with bunk beds to executive suites.” While I was there DJ Louie Vega was already checking the place out but there really wasn’t that feeling that this is a hyped up hotel for the beautiful people. A big part of that democratic feeling is a result of the design. Yotel already had some experience of creating hotels but they have been at airports – more a necessity stay than an aspirational choice and widely known to be based on an aircraft first class cabin. The challenge here was to take the Yotel concept and develop it into a place that guests would choose to be...in New York, where there’s a lot of choice already.


OPPOSITE PAGE AND ABOVE: The entrance to the hotel faces away from Times Square while the brand’s signature soft purple glow can be seen in the elevator foyer and on the building’s fascia ABOVE RIGHT: Designers Softroom have collaborated with New York based Rockwell Group on the new design for Yotel’s ‘cabins’ . Carpets are by Durkan, with Mission desks by Sloane, banquettes by Munrod, and desk chairs by DKDI, who also developed the alarm panel


WWW.SLEEPERMAGAZINE.COM SEPTEMBER / OCTOBER 2011 087


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