The Time New York's overhaul, spearheaded by the Rockwell Group, is the driving force behind an entirely new design. Rather than a simple facelift, the hotel has been reimagined as an elevated lifestyle offering. The airy lobby and second floor reception areas offer a sanctuary for guests to decompress after walking through nearby Times Square. Contrasting the open lobby is an adjoining hidden bar and lounge that offers a more intimate feel. Guest rooms feature sleek finishes, exceptional in-room hotel amenities and views of the City. There's also a luxurious, three-floor penthouse suite.