Hotel Shocard to Open in Times Square

NEW YORK—Real Hospitality Group (RHG) plans to open Hotel Shocard here later this month. Located in Times Square, the boutique hotel will encompass seven floors with 45 guestrooms, two penthouse suites and a lobby restaurant. Taking from the 1960s and 1970s, the hotel’s name is inspired by the cards that once advertised Broadway shows from inside shop windows.

“We’re thrilled to open Hotel Shocard and believe it will add something less conventional to the neighborhood’s current landscape of accommodations,” said Ben Seidel, president and CEO of Real Hospitality Group. “Looking to New York City’s past, this design-driven property takes from vintage elements in a refined and modern way, offering guests a vivacious experience and friendly, local expertise on navigating the city.”

Designed by New York-based firm Mapos, Hotel Shocard derives inspiration from the grit and the glamour of NYC in the 1960s and the 1970s. The hotel’s name will glow from a sign spanning several stories of the building’s jet black façade. A classic marquee will feature a canopy of Edison-style LED bulbs, while within the hotel, guests will find patina brass hardware details melded throughout guestroom lighting, front entrance, bars, mirrors and reception desk. Inspired by the dot matrix pattern of old-Broadway marquee lighting and the pixilation of old print photographs, the designers reinterpreted this pattern in details, lighting, fabric, and tile work throughout the hotel. Against a palette of black and white, the hotel’s signature Shocard yellow will pop in unexpected locations, according to the company.

“We wanted this hotel to be a counterpoint to the slick commercialized Times Square of today while remaining true to its world-renowned location,” said Caleb Mulvena, principal at Mapos. “We began by discussing the old Times Square depicted in great movies like Midnight Cowboy and Taxi Driver from the ’70s, a time when NYC was grittier, sassier and creatively exploding. But rather than literally re-creating the look of time, we took the old-school material palette of that era and applied a modern playful design to it. The result is something totally new but mysteriously familiar.”

The pet-friendly accommodations will feature built-in mill woodwork and furniture designed by Mapos and custom-made in Italy for efficient use of spaces, according to the company. Inspired by the floorboards of Broadway stages, guestroom walls will feature white oak panels. Other design elements will include crafted carpentry, full-length mirrors and custom LED lighting. Guestrooms have a color palette of yellow and bronze, as well as custom wallpaper, 100% Egyptian cotton linens and dark wood finishes.

For events, the hotel’s two penthouse suites will be available for rent. Both will feature custom-designed Murphy beds that fold-up to reveal seating areas, and private outdoor spaces. The larger suite’s outdoor area stretches 400 sq. ft.

Serving American fare, Gleason’s Tavern encompasses 74 seats, 40 of which stretch along a brass-top bar. The bar/restaurant will serve breakfast, lunch and dinner seven days a week and will offer 14 rotating craft beers on tap, two dozen bottled and a classic cocktail menu.