Hyatt Herald Square New York Set to Make Its Mark in Midtown Manhattan This October

Hotel to Draw Inspiration from Area's Rich Publishing History and Neighboring Fashion District

. September 23, 2014

NEW YORK - September 23, 2014 - When Hyatt Herald Square New York - the new 122-room property that will be located in Midtown Manhattan's vibrant Herald Square neighborhood - opens its doors this fall, hotel guests and visitors will step into a reimagined destination that will be brought to life by New York-based design firm VLDG Inc. It will be the culmination of more than six months studying the Herald Square's publishing history and fashion influences, as well as nascent hospitality trends, to deliver an entirely new hotel experience.

“The very nature of printing and garment making, two of the area's biggest influences, historically speaking, is a very laborious and industrial process, but also beautiful in its own way,” said Ben Seidel, President and CEO of Real Hospitality Group, the hotel's management company. “We certainly tapped into the area's industrial past to inspire many of the design elements and experiences found in the hotel lobby, guestrooms, and rooftop. It's all in the details, from a beautiful running stitch to handcrafted letterpress blocks.”

The Lobby

“Nothing will set the tone for this hotel like the lobby, which will be more like a grand living room with its themed areas and high ceilings,” said Paul Vega of VLDG Inc. “Here is where we have added a lot of personal touches and nuanced details to give guests the feeling that they've arrived at their very own vestibule.”

As a departure from the traditional model, guests will not be required to approach a check-in desk upon arrival. Instead, hotel ambassadors will personally greet each guest and invite them to experience the lobby or head to their guestroom. To help expedite arrivals, a separate check-in area will be located toward the back of the lobby. The smooth, bowl-shaped desk will sit 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 will field guest requests and questions.

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

At the entrance, an engaging laser cut letter sculpture has been created by internationally exhibited artist, Ebon Heath, known for making type come alive in his structures. The original commission includes poetic references to Herald Square's storied past and the transforming present. Ebon Heath is one of the 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, will be on display in a customized installation of wooden beams of varying lengths, further adding to the lobby's industrial feel.

Food and Beverage Experiences

The hotel will offer three themed food and beverage experiences, each having its own distinct design identity. A library-inspired bar and restaurant, The Den, will include rocking chairs and a well-appointed bookshelf with a wide variety of media and fashion-focused literature. A comfortable seating area with a writers table will have high pops of colors and varied textures. Lastly, the bar area will look like a finished bar cart that one might have at home, while the private dining area seating 18 will be modeled after an upscale diner with modern, mid-century banquettes and quilted chairs.

A sleek coffee bar, Espresso Bar, will have a separate seating area with swing out stools set in front of an art installation featuring Dali-inspired clocks. Each clock will be 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, will be, the hotel's crown jewel, offering stunning views of the midtown skyline, including the Empire State Building and Freedom Tower. The newly refreshed terrace will feature comfortable seating with a pop of jewel toned color, cocktail tables made from stacked discs and highboy tables that will seat parties of two or four. A separate bar area will additionally seat six.

The Guestrooms

The guestrooms will reconcile Herald Square's industrial past with more fanciful design elements inspired by the neighboring Fashion District.

“We selected a natural and neutral palette for all guestrooms, not only to give it a more residential look and feel, but also to allow for the design elements and highlights to really jump out at you,” added Vega. “For instance, the matte hardwood flooring will contrast beautifully with the custom casegoods, which will include pop of muted hot pink.”

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

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

“The creation of the new Hyatt Herald Square New York wasn't a battle of form versus function, but rather a marriage of the two,” remarked Seidel. “It is through the lens of design that we were able to reinvent many of the amenities and services that form part of this new hotel experience. I do find it ironic, though fitting, that the secret to courting tomorrow's traveler involved looking into the past.”

About Hyatt Herald Square New York

With its proximate location to both Herald Square and the Garment District, Hyatt Herald Square New York celebrates two of New York City's most important 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 Inc. to the guestrooms, dining concept, lobby lounge, partnerships and other amenities. A fusion of industrial sophistication and fashion-forward flare, Hyatt Herald Square New York features 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 stunning rooftop bar (Up on 20) with views of the Empire State Building and surrounding midtown skyline, all of which offer local cuisine and seasonal menus of creative cocktails and market fresh dishes. A neighborhood gem, Hyatt Herald Square New York caters to both leisure guests and locals, and is conveniently located just steps away from world-class dining, shopping and entertainment, including the Empire State Building, Broadway Theater District, Madison Square Garden, flagship Macy's department store and Times Square.

About Hyatt

Hyatt hotels are smaller-sized properties conveniently located in diverse business and leisure areas. With hotels typically ranging from 150 to 350 rooms, Hyatt hotels offer guests the opportunity to experience our hospitality in a vibrant environment. Customers include individual business and leisure travelers, and Hyatt hotels can accommodate smaller scale business meetings and social gatherings.

About VLDG Inc.

Founded by Creative Directors Vennie Lau and Paul A Vega, VLDG Inc., a boutique full-service design firm based in New York + New Jersey, are creators of a distinctive personalized style reflective of the principles' aesthetic, cross cultural references of location and site with an unique blending of artisan craftsmanship and formal contemporary elegance. Together, these elements are combined to create exclusive tailored environments of impeccable vision thus generating unexpected, memorable and individualized guest experiences expected by today's discerning traveler. Founded in 2008, as the successor firm to VEGA. P architecture, vldg emerges from over 25 years of combined design experience shared by the two principles, collaborating with large, internationally renowned Architecture and Interior Architecture Design firms, most notably, Rockwell Group and Robert A.M. Stern Architects and Paul as Vice President of Design W Hotels Worldwide. Please visit the company website at www.vldg.com

Operated by Real Hospitality Group

Real Hospitality Group (RHG) is headquartered in Ocean City, MD with a regional office in Midtown Manhattan in New York City, and comprises a team with more than 400 years of combined hospitality and travel industry experience. The Real Hospitality Group portfolio includes 51 hotel properties with an inventory of more than 6,715 rooms in gateway cities that include New York, Philadelphia and locations in Morgantown, West Virginia as well as Glens Falls, Montauk, New York and Ocean City, MD. The company is a recognized service provider for Marriott, Hilton, Starwood, Hyatt, Wyndham, IHG, and the Choice Hotels brands as well as a collection of unique independent hotels. RHG focuses on total service property management, revenue performance, guest satisfaction and business development for hotels, resorts and investment ownership groups. For more information, please visit the company website at www.realhospitalitygroup.com.

Forward-Looking Statements

Forward-Looking Statements in this press release, which are not historical facts, are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The actual results, performance or achievements may differ materially from those expressed or implied by these forward-looking statements. In some cases, you can identify forward-looking statements by the use of words such as “may,” “could,” “expect,” “intend,” “plan,” “seek,” “anticipate,” “believe,” “estimate,” “predict,” “potential,” “continue,” “likely,” “will,” “would” and variations of these terms and similar expressions, or the negative of these terms or similar expressions. Such forward-looking statements are necessarily based upon estimates and assumptions that, while considered reasonable by the issuer of this release, are inherently uncertain. You are cautioned not to place undue reliance on any forward-looking statements, which are made as of the date of this press release. Neither the issuer of the release nor any other entity associated with it or its subject matter undertakes any obligation to update publicly any of these forward-looking statements to reflect actual results, new information or future events, changes in assumptions or changes in other factors affecting forward-looking statements, except to the extent required by applicable laws. If one or more forward-looking statements is updated, no inference should be drawn that any additional updates will be made with respect to those or other forward-looking statements.

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