One of New York City’s oldest and largest hotels, located in the heart of Manhattan’s Theater District, the 1,331-room Milford Plaza underwent a complete transformation and rebranding under the leading concept of “graphic New York.” The two-year project has transformed all guest rooms and redeveloped the public areas, including the retail spaces, lobby, lounge and rooftop bar, fitness center and retail areas.
Reimagining the connection between hotel and city, Gabellini Sheppard Associates transformed the entrance and public spaces of Row NYC, the former Milford Hotel in Midtown Manhattan. Commissioned by Highgate Hotels, the 13,000-square-foot project includes a new exterior entrance and marquee, a new lobby with curving wood ceiling canopy, a grand staircase, and a casual bar/lounge.
Materials and finishes—including honed concrete floors, floating concrete staircase treads lit from below, and columns clad in weathering steel with a natural rust patina—nod to the area’s grittier past and exude a youthful urbanity. A custom-designed ceiling canopy of wood slats hovers over the entire space, curving upward toward the entrance in a gesture of urban embrace.The bar and lounge, District M, provides a casual place for guests to regroup before their forays into the city, or to unwind after a day’s adventure. Raised platform-seating overlooks the activity below and the curated projections of iconic paparazzi photos by Ron Galella that evoke the spark of New York in the 1970s. A digital art installation by famed video artist Yorgo Alexospoulous further captures the urban pulse in the lobby.