Built-in 1902, the prized Beaux-Arts-style building on the corner of 42nd Street and Broadway in New York City is the home of the legendary Knickerbocker Hotel. With a rich history and legacy, the hotel approached JH to rebrand the F&B program to drive more customers to the 4th-floor restaurant, the 3,500 sqft rooftop bar, and the coffee shop lobby.
With its updated interiors by Gabellini Sheppard, and Chef Charlie Palmer intact, the owners wanted to respect the heritage and character of the building & reveal traces and legacies of its past throughout the guest experience.
This included Jake’s Bar, named after founder John Jacob Astor’s son, promoting “The invention of the Original Martini at the Knickerbocker Hotel Bar,” and showcasing the original resident musicians that stayed at the hotel; Caruso, Cohan, Martini, and Parrish, between the years 1912- 1921. We wanted the guest to read and experience the legacy through room service, cocktail menu, branding, marketing collateral, and across all digital platforms, including the elevator screens.
With only 150 meters from the ball drop, Knickerbocker Hotel will remain the best location for New Year’s Eve, and the rooftop bar over Times Square.
INTERIOR DESIGNER: Gabellini Sheppard
CHEF: Chef Charlie Palmer
Re-positioning the food and beverage program for the 330 room hotel consisting of coffee shop, rooftop bar, restaurant, room service, event space, and catering.
Concept Development, Brand Identity, Interiors, Menu Development, Rebrand, Business Strategy, Financial Forecasting, Program Curation, Recruitment, Management, Hotel Amenity Development