A Hotel Guru Changes Rooms

Ian Schrager brought hipness to hospitality. But his quirky new Gramercy Park Hotel project says that uncool is now the place to be

What do you do when you wake up one morning convinced that the intangible hipness on which you based your enormous professional success no longer exists? If you're hotel impresario Ian Schrager, you replace the proverbial velvet rope with a comfy velvet cushion.

Perhaps that's logical for a 60-year-old and for a nation that's going to be teeming with them. Schrager, who revolutionized the hotel industry in the 1990s with his highly designed boutique properties like the Delano in Miami, is back in business and looking to launch yet another lifestyle revolution with his idiosyncratic Gramercy Park Hotel, opening this week...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!