If the spectres of legendary reporters, illustrators and photographers make themselves known at the revitalized Life Hotel on West 31st St. in Manhattan’s NoMad District, guests should just go with the flow and say, “Hi.”
The new hotel, in the real estate envelope that once housed the iconic LIFE magazine, has been revamped by hospitality industry veterans, developer David Mitchell of Mitchell Holdings and BR Guest founder Stephen Hanson.
Situated between Broadway and Fifth Ave., the mid-1890s Beaux-Arts building designed by John Carrère and Thomas Hastings (who designed the massive New York Public Library), served as the headquarters for a time of the now-defunct LIFE. The weekly started out in 1883 as a humor magazine before becoming a news vehicle known globally for its photojournalism and contributors such as Norman Rockwell, Alfred Eisenstaedt, Charles Dana Gibson, Henri Cartier-Bresson and Clay Felker, later the founder of New York magazine, all of whom may have spent some time in the so-called “bachelor apartments” on the upper floors of the building.
The Puchall family bought the building in 1970 and operated the Herald Square Hotel in the space, catering largely to European tourists. In 2015, Mitchell’s company acquired the building for a reported $38.5 million and set in motion the Life Hotel plans, tasking independent Manhattan-based designer Tara Oxley with transforming the interiors.
With an eye toward filling a gap in the burgeoning NoMad market for a hotel with three- and four-star pricing, Mitchell said, “The goal was to restore and bring back the soul and authenticity of a historic and culturally rich building. We wanted to be honest and pay tribute to the Carrère and Hastings architecture through design that would transport guests to a different era.”
“I love the rich history of the building,” said Oxley. “Having been a place where writers lived and worked, you can truly feel the history in the bones of the space. We worked to retain a lot of the building’s original charm, which can be seen in the marble floors, wood moldings and warm tones.”
With the wealth of architectural features, Oxley said, “We wanted to keep the design clean and simple. We paired modern furnishings with the historic elements of the building to create a really welcoming space. Guests are coming from the chaos of the streets of New York and immediately feel comfortable and at peace inside.”
Mitchell indicated the design was “very much a collaborative process” with Oxley, noting the building itself was the “guiding star” of the project.
“From the start it was the building and its history that attracted us. As we began to take it apart, we found all sorts of treasures. From the beautiful columns to the secret circular staircase that runs 12 stories high… We uncovered beautiful moldings, 12-ft. ceilings, even a basement speakeasy with old bottles. Each of these discoveries inspired the design,” said Mitchell.
For example, the lobby has wood panels that have been sourced from the era and there are antique bars. The team also restored the circular staircase that runs through the building. “We wanted the design to be respectful of the original use of the building and its architectural refinements,” Mitchell said.
There are 98 guestrooms with high ceilings, wood floors with exposed concrete, white walls and original molding. Local artists have created some 200 pieces of art for the guestrooms and Australian fine art photographer Steven Laxton has works positioned throughout the hotel’s corridors.
A lobby bar and lounge seats approximately 40 people and has an 18-seat stone bar that subs as the continental breakfast area for guests.
Hanson, who between 2007 and 2014 sold his stake in BR Guest for a reported $150 million to Starwood Capital Group, founded by Chairman/CEO Barry Sternlicht, is set to open Life Restaurant on the hotel’s ground floor, along with a bar in the basement once thought to house a speakeasy during Prohibition.
“We’ve received so much positive feedback from both travelers and New Yorkers alike. Everyone has been very grateful that we restored this historic building,” said Mitchell. “Today’s traveler wants so much more than a bed to sleep in. They’re looking for soul and authenticity, and our partnership with Steve Hanson is integral to the success of this hotel in offering guests a seamless hotel and food and beverage experience. We’re redefining the category.” HB
