Real Hospitality Group (RHG) announced that Hotel Shocard is now open in the heart of New York City’s Times Square. The boutique hotel encompasses seven floors with 45 guest rooms, two penthouse suites, and a lobby restaurant.
Taking from the 1960’s and 1970’s, the hotel’s name is inspired by the cards that once advertised Broadway shows from inside shop windows. Hotel Shocard’s opening rates range from $149 to $899 a night.”We’re thrilled about the opening of Hotel Shocard and believe it adds something less conventional to the neighborhood’s current landscape of accommodations,” said Ben Seidel, President and CEO of Real Hospitality Group. “Looking to New York City’s past, this design-driven property takes from vintage elements in a refined and modern way, offering guests a vivacious experience and friendly, local expertise on navigating the city.”
Designed by New York-based firm Mapos, Hotel Shocard derives inspiration from the grit and the glamour of NYC in the 1960s and the 1970s. The hotel’s name glows in true Broadway fashion from a sign spanning several stories of the building’s jet black façade. Producing a sea of golden light underneath, a classic marquee features a canopy of Edison-style LED bulbs, welcoming guests entering the hotel and its restaurant. Within the hotel, guests can find patina brass hardware details melded throughout guestroom lighting, front entrance, bars, mirrors, and reception desk. Inspired by the dot matrix pattern of old-Broadway marquee lighting and the pixilation of old print photographs, the designers reinterpreted this pattern in details, lighting, fabric, and tilework throughout the hotel. Against a palate of black and white, the hotel’s signature Shocard yellow pops in unexpected locations.
“We wanted this hotel to be a counterpoint to the slick commercialized Times Square of today while remaining true to its world-renowned location,” said Caleb Mulvena, Principal at Mapos. “We began by discussing the old Times Square depicted in great movies like Midnight Cowboy and Taxi Driver from the 70’s, a time when NYC was grittier, sassier, and creatively exploding. But rather than literally recreating the look of time, we took the old-school material palette of that era and applied a modern playful design to it. The result is something totally new but mysteriously familiar.”
The pet-friendly accommodations feature built-in mill woodwork and furniture designed by Mapos and custom-made in Italy for super-efficient use of spaces. Inspired by the floorboards of Broadway stages, luxurious white oak panels blanket guest room walls. Crafted carpentry combined with full-length mirrors and custom LED lighting designed by Mapos work to expand the rooms even further. Other room details include vibrant use of yellow and bronze throughout (inspired by glowing marquees), custom wallpaper, premium beds with 100% Egyptian cotton linens as well as dark wood finishes reminiscent of dance-worn floors of show stages.
For events, the hotel’s two penthouse suites are available for rent. Both feature custom-designed Murphy beds which fold-up to reveal seating areas, and airy private outdoor spaces. The larger of the two’s outdoor area stretches 400 square feet and are nestled under a sea of draped Edison bulbs.
Serving craft beers, cocktails and a fresh take on American fare, Gleason’s Tavern continues the hotel’s nostalgic design, bringing the lights down a notch to transport guests to an intimate bar and restaurant. The space encompasses 74 seats, 40 of which stretch along an impressive brass-top bar and give access to the restaurant’s beverage-driven menu. The bar/restaurant serves breakfast, lunch and dinner seven days a week and offers 14 rotating craft beers on tap, two dozen bottled and a classic cocktail menu. Gleason’s Tavern highlights include the Red Wine Poached Pear Salad with baby arugula, blue cheese and prosciutto; the Wild Boar Bolognese with fettuccine, sweet carrots, ricotta and garlic toast; and the BLAT Sandwich, a take on the classic BLT with herbed mayo, Applewood smoked bacon, avocado and vine ripe tomatoes on seven-grain bread.