NEW YORK—Too often, the best laid plans go awry, but it’s how you persevere through the challenges for a successful outcome that matters in the end. Phil Columbo knows this to be true. As the managing director of the Bryant Park Hotel, he encountered some challenges in bringing his grand vision for Célon, a new cocktail bar and lounge housed inside the American Radiator Building, to life in Manhattan.
“We started working on Célon about two years ago in the design stages. What we wanted to do is build a bar in Manhattan that would cater to an adult, singles crowd,” said Columbo. “Right now in New York City, there are close to 400,000 more women than men aged 30-55. They’re not going to the Meatpacking District for the club scene to meet people.”
Columbo saw a prime opportunity in catering to this particular crowd, installing backgammon tables and spaces for singles to hang out and socialize. He also introduced a DJ-curated international soundtrack, as well as a Mediterranean-inspired scheme complete with a Moroccan-style bar.
Columbo not only wanted to lure this crowd, he wanted them to return and bring their friends. He enlisted the help of iCrave’s design team—Catherine Ondrizek, interior designer; Renee Joosten, lighting director; and Kim Lanza, project manager—to take his vision from concept to reality.
The team took great care to not cross the line between kitschy and elegantly inspired by the destination. “We wanted it to be inspired, but were always thinking of how we can modernize that experience and add layers that make it a bit more relatable to the crowd that would be visiting in the heart of Manhattan,” said Ondrizek.
The designers also sought to elevate the experience with one-of-kind visual touches throughout, including authentic Moroccan elements interpreted in a modern way. “We have vintage items we turned into something else, or have taken something traditionally Moroccan and changed it a bit. We have this whole tiled and plastered corridor. It’s made of Moroccan tile and the plaster is reminiscent of the architecture throughout the space. We coated the setting in this light plaster and overlaid a lot of color and dramatic pendants,” she said.
Célon offers themed drinks.
iCrave worked with Columbo on all aspects of Célon, including the distinctive furniture, lighting fixtures and textiles. “Everything was custom done. We didn’t buy anything pre-manufactured. It was a challenge because several of the design features had never been done before,” he said. “For example, for the features of the bar, we put a series of metal screens throughout the room that were perforated and brass-coated. When these screens are lit from behind, it gives you the vision of sand dunes.”
The idea sounds great on paper, but according to Columbo, the manufacturing side posed a real test of patience, as most metal fabricators they encountered weren’t familiar with the process. Columbo and the design team needed to find someone to pioneer this unique project—and they did.
“Each panel was about 20 hours of programming, and the machines that puncture the steel had to be designed to puncture different radiuses to create the sand dunes from a distance,” he said.
Elsewhere, dramatic custom pendants shine ornate, geometric patterns on the ceiling for a look that would rival lanterns found abroad. Adding the Moorish architectural element of arches further underscores the underground lounge’s Moroccan vibe.
“For the light fixtures, we looked at traditional Moroccan lanterns and gave it a more modern twist. We designed two different pendants—the one in the entry going down the stairs and one in the lounge,” said Joosten. “We looked at the pattern and effects of these lanterns, providing a dappled lighting effect. Our concept was to create this envelope of dappled light and when you enter, you’re immersed with this light on your clothing, your face—it becomes an immersive experience.”
“It’s unbelievable when you see it. I think that hotel bars—and I go to places around the city—seem to have the same design features as one another,” Columbo said. “We didn’t want a typical hotel bar; instead, we wanted something that is themed and different. Here, you get a totally different atmosphere when you come get a cocktail.”
With a vibrant food and drink scene enticing savvy gastronomes, mixologists and Instagrammers alike, this new bar and lounge strives to offer an elevated experience that is memorable and stands out from the rest.
“People come to chill and relax. Célon has got to be focused on Manhattan and that customer base. We feel there is a story here and if we can get New Yorkers interested to come experience the space, they’ll like it,” he said.
Célon’s craft cocktails are also in line with the theme and aptly named, including the MarraKech (champagne, Chambord and pomegranate); the Casa Blanca (blanco tequila, smoky mezcal and pineapple); and Sahara Breeze (gin, elderflower with mint and lemon), to name a few.
“We sat down with the bartenders and worked out the flavors and did tastings. We came up with unique and visual specialty cocktails that are very well garnished. One of the drinks I like is a charcoal martini. It’s quite interesting. We rimmed the glass with gold trim and found this natural, pressed charcoal juice and used vodka to create it,” he said.
It’s not all fun and drinks here. There’s inspired noshes, too.
“For a bar snack, we have our own hummus and make our own baba ganoush spread and a tomato Moroccan-style spread along with different breads from various sources. We have a range of olives, too. We don’t have a kitchen, but we worked out an arrangement with a local caterer, JPO, and we sat down with their chefs and designed the cocktail and entrée menus for private events,” he said. “We bring you the flavors of Morocco and create things revolving around the theme. This menu works well with cocktails.”
After being open only a short time, the feedback has been positive for Célon, noted Columbo.
“I look at it this way: When you design a space that is different and unique, it’s like opening night of a play; you wonder if it will be a hit. Your ears are tuned into what people are saying,” he said. “We’ve hosted several VIPs and celebrities, and the consensus is that the room is ‘breathtaking’ and that’s good news. New York City doesn’t need another bar, but a unique space and atmosphere will attract people.” HB
