Since opening to the public in 1999, The Time has been a popular haunt for creative professionals, travelers, and locals for a quiet retreat from the bustle and excitement of Times Square. Rockwell Group created a contemporary, non-contextual environment – a fresh reinterpretation of the concept of time. Specifically, our goal was to express the idea of time as a true luxury in our busy lives. By distorting and twisting this concept in surprising and subtle ways, guests will feel as though time has been suspended or extended.
The light-filled lobby on the second floor is an urban retreat, layered with black steel, brass, and stone. A clock wall installation behind the reception desk hints at the hotel's inspiration. Behind the elevator, a day lounge provides guests with an elegant space to socialize or work. Light oak wood, raw concrete, and neutral upholstery invoke the lightness of a garden patio. In contrast to the day lounge, the bar area has deep jewel tone fabrics and reflective finishes inspired by the natural beauty of gemstones.
The guest rooms, suites, and penthouse are comfortable and inviting. Oak plank flooring, freestanding furniture pieces, a plush leather upholstered bed, and custom watercolor print area rugs create a warm, residential feeling. Hints of Surrealist influences include a crumpled paper print wallcovering, cast glass pendant lights that project abstract patterns on the wall, and a television hidden behind a circular one-way mirror.