Hotel Thirty Thirty revamped, opens as LOLA

LOLA, the revamped Hotel Thirty Thirty, has opened after a multi-million dollar renovation orchestrated by Highgate Hotels. As part of the reinvention, creative artist Matthew Rolston created a bespoke decorative lighting scheme and curated art direction for Highgate’s Susan Jaques-designed lobby.

Originally built in 1903 as a women’s residence, the property known as the Martha Washington played host to screen starlets Louise Brooks and Veronica Lake, among others. The property's history is said to have informed the redesign of LOLA.

According to designer Susan Jaques, the vision for the hotel lobby married the property’s “storied history with a glamorous design aesthetic evocative of the modern day femme fatale.” Among the features of Jaques’ lobby lounge are the one-of-a-kind velvet-mohair chairs, leather half-moon shaped sofas, and an oversized marble topped coffee table.


Meanwhile, Rolston chose a Jason Miller chandelier for the hotel’s vestibule and created the “Icon” chandelier installation for the lobby lounge with the use of over 80 individual Tom Dixon globe fixtures. For the lobby walls, Rolston selected photographic murals highlighting imagery by Melvin Sokolsky and William Klein.

Encased in custom printed mirrors, inspired by David Hicks 1960s neo-geo patterns, the lobby bar at LOLA offers drinks by LOLA mixologist Salvatore Tafuri.

As part of the renovation, architectural firm Gensler revitalized the property’s 276 guestrooms to boast statement pieces inspired by female architects like Eileen Gray. Guestrooms are appointed with Gray-inspired Bibendum chairs and side tables, down duvets, 300 thread-count bedding, 37' HD flat-screen TVs, I-Home clock/docking stations, and work desks. Bathrooms feature mosaic tiled glass showers and integrated sinks.

The works of fashion illustrator Chesley McLaren, who illustrated LOLA, can be found throughout the property and custom in-room amenities.

LOLA is located at 29 East 29th Street.


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