'Marriott Edition' to Launch in Times Square
Marriott International is geared up to open a boutique hotel in an under-construction building of Times Square in Manhattan. The building is expected to be a 36-story tower, which will be used for both retail and hotel development.
The new building is located two blocks farther from the Marriott Marquis, which is the largest hotel in Times Square. The Marriott International has recently struck a deal with the development group of the building, Winthrop Realty Trust. The boutique hotel will be a branch of the newest addition to the Marriott legacy - Marriott Edition - which the hotel chain has been trying to popularize since 2007, reported the Wall Street Journal.
The Marriott International is a worldwide operating hotel group. The original Marriott was founded in 1927 by J. Willard Marriott.
The Marriott International was founded in 1992 as a result of the split of the company Marriott Corporation. The hotel group is headquartered in Bethesda, Maryland. The group has a slew of hotels and resorts to their credit, which operate all around the world. The World Trade Center, which was destroyed in the 9/11 attack, was also a Marriott brand building.
The Marriott Edition was conceived in order to attract and woo a hipper clientele to the hotel. Previously, the chain had a more rigid and corporate reputation, which it now intends to shed with the new diversification.
The Marriott Edition was a collaborated project with star hotelier Ian Schrager. The new brand has recently gained much popularity. The chain has signed contracts of expansion of The Marriott Edition in countries like Bangkok and Abu Dhabi. The latest branch of The Marriott Edition will be coming up in Times Square, reported the Wall Street Journal.