Paul Vega and Vennie Lau re-imagine Hyatt Herald Square

Hyatt Herald Square New York – the new 122-room property located in Midtown Manhattan’s Herald Square neighborhood – opened its doors. The destination was brought to life by New York-based design firm VLDG. It is be the culmination of more than six months studying the Herald Square’s publishing history and fashion influences, as well as emerging hospitality trends, to deliver an entirely new hotel experience.

Tapping into the area’s industrial past to find inspiration for design elements and experiences found in the hotel lobby, guestrooms and rooftop, key aspects include running stitches to handcrafted letterpress blocks.

The lobby offers a departure from the traditional model. Here, guests are not required to approach a check-in desk upon arrival. Instead, hotel ambassadors personally greet each guest. A separate check-in area is located toward the back of the lobby. The smooth, bowl-shaped desk sits in front of a curved metal door with embossed lettering. Adjacent to the check-in area, a small concierge desk made from decorative newspaper stacks of different colors and textures field guest requests and questions.


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Once inside, the lobby opens up into an industrial loft space with 14-foot ceilings made of exposed concrete. The lobby additionally has wood slat walls made of walnut, as well as reclaimed New York water tower redwood in the café counter, espresso bar and lounge bar.

At the entrance, a laser cut letter sculpture was created by artist Ebon Heath. The original commission includes references to Herald Square’s past and the present. Heath is one more than nine local artists tapped to create custom pieces for Hyatt Herald Square New York. Sustainable LED lighting designed by Brooklyn-based manufacturer, Stickbulb, is also displayed in a customized installation of wooden beams of varying lengths, further adding to the lobby’s industrial feel.

The hotel has three themed food and beverage experiences, each with its own distinct design identity. A library-inspired bar and restaurant, The Den includes rocking chairs and a bookshelf with a variety of media and fashion-focused literature. A seating area with a writers’ table has high pops of colors and varied textures. Lastly, the bar area looks like a finished bar cart, while the private dining area seating 18 was modeled after an upscale diner.

A coffee bar, Espresso Bar, has a separate seating area with swing out stools set in front of an art installation featuring Dali-inspired clocks. Each clock is set to the local time of a major fashion capital, including Paris, New York and Hong Kong.

Up on 20, the rooftop bar at Hyatt Herald Square New York, is the hotel’s crown jewel, offering views of the midtown skyline, including the Empire State Building and Freedom Tower. The newly refreshed terrace has seating with a pop of jewel toned color, cocktail tables made from stacked discs and highboy tables. A separate bar area is also available.

All guestrooms have retail-inspired open armoires, where guests can display personal clothing items in a “presented” way. All rooms additionally have corner desks that double as vanities and patterned couches with multi-textured throw pillows. In place of a lamp, the bedside lighting feature a jewelry lantern chain link attached to a downlight.

There are several fashion-inspired elements throughout the room, including a letterpress block that includes a quote from fashion designers. Artworks also appear on the ceiling. A swath of colors, designed to mimic flowing fabric, are installed above the bed, but the image is pixilated to bring in the printing aspect of Herald Square. The newly updated bathrooms include horizontal amenity space for maximum surface area, stand-in showers, and C.O. Bigelow bath products. Outside, letterpress blocks are used to indicate the room number on all 122 rooms, inclusive of the hotel’s penthouse suite.

Located near Herald Square and the Garment District, Hyatt Herald Square New York draws inspiration from two New York City industries -- fashion and publishing. This theme is incorporated in every aspect of the hotel from the interior design by Paul Vega and Vennie Lau of VLDG to the guestrooms, dining concept, lobby lounge, partnerships and other amenities. Hyatt Herald Square New York has 122 rooms and one grand suite, as well as a free-flowing lobby lounge with a living-room type feel (Library Lounge); a restaurant and bar (The Den); an espresso bar (Espresso Bar); and a rooftop bar (Up on 20) with views of the Empire State Building and surrounding midtown skyline.