W New York, Times Square Living Room Bar

Looking to the past, present, and future of the property’s Times Square location and the W brand more broadly, this $10m renovation of the Living Room Bar draws inspiration from its raucous surroundings and seeks to reinvigorate the space for locals and visitors alike.

The Living Room design is a sultry yet playful tribute to Times Square of the past – from the gilded theaters of the 1920s and 30s to the neon-soaked scene of the 70s and 80s. Neon lights, which pay homage to the area’s provocative past, form the backdrop of the main bar, while a spherical DJ booth nods to the famous Times Square Ball.

A Josh Held Design project.