Built-in 1902, the prized Beaux-Arts-style building on 42nd Street and Broadway is home to the legendary Knickerbocker Hotel. With a rich history and legacy, the hotel approached Jenjuice Hospitality to rebrand and curate the F&B program to drive more customers, bar to the four outlets; the restaurant, the lounge, the 3,500 sqft rooftop bar, and the coffee shop. 

With its updated interiors by Gabellini Sheppard and F&B by Chef Charlie Palmer intact, the owners and managing partner Highgate wanted to respect the heritage & reveal the past through the guest experience in the hotel.

The history started with Jake’s Bar, named after original hotel founder John Jacob Astor’s son,  “The invention of the Original Martini at the Knickerbocker Hotel Bar,” and showcase the original resident musicians and artist that stayed at the hotel from Enrico Caruso, George M.Cohan, and Maxfield Parrish, between the years 1912- 1921. We wanted the guest to experience the history through room service, cocktail menu, branding, marketing collateral, and digital platforms, including the elevator screens.

With only 150 meters from the ball drop, Knickerbocker Hotel remains the best location for New Year’s Eve and the best rooftop bar over New York City’s Times Square.

“#48 Best New York City Hotel” – US News

New York City

Chef Charlie Palmer

Concept Development
Menu Development
F&B Program Curation
OS&E Sourcing Business Strategy
Financial Forecasting
Recruitment & Management