PR89960

NEW YORK, June 8, 2021, /PRNewswire=KYODO JBN/--

It is not often in life, if ever, that you have a once in a lifetime

opportunity to be involved in something really special, and yet have a second

chance to rethink, refine and improve upon what was previously done. This

unprecedented period of madness has given Ian Schrager just that…. a second

chance.

PUBLIC, what Schrager considers his most important idea to date, is a hotel

that exudes impeccable taste and offers great style, great fun, great service,

a new kind of luxury and affordability to everyone who wants it. For the past

year, Schrager has re-imagined and re-thought all amenities and offerings at

PUBLIC in a pursuit of excellence, and on his quest to do a hotel as close to

perfection as possible.

"I'm on a mission to create a masterpiece. I may never get there, but I'll die

trying," says Schrager.

When PUBLIC premiered in 2017, its new, radical idea was LUXURY FOR ALL.

Schrager is taking advantage of this second chance to clarify and demystify the

idea—so people will understand it—and what he is trying to accomplish.

Schrager's first hotel, Morgans, created with his late partner and friend Steve

Rubell, was a profound game changer. That and Royalton spawned a new genre of

hotel— "the lifestyle hotel/boutique hotel"—and every hotel since then has been

built on that foundation. There are now thousands of versions of them in

virtually every city of the world.

Simply put, their intention was to do an entirely new kind of hotel. One for

their generation that reflected their lifestyle, their popular culture, tastes

and the spirit of the times—and one that was modern. It was not intended for

previous generations, because things had changed, as they always do.

In the exact same way, PUBLIC and LUXURY FOR ALL is a new idea for a new age.

It is intended to reflect a new time, a new reality, and a new way that people

live. If you come to PUBLIC expecting the traditional luxury that your parents

or grandparents expected, you will not find it here. The old idea of luxury

needed an update…a revision to reflect what people actually want today.

"Everything changes…times change and people change. Change is the only constant

in life. Luxury as we once knew it has also changed, and will continue to

change. The notion of luxury simply cannot be static and the same as it was in

the past. It has to stay in step with the way modern people live. You cannot

have an analog definition of luxury in a digital world.

The old and outdated idea of luxury was defined by how rich you were, where you

lived, what car your drove and what fashion brands you wore. Luxury is no

longer about those irrelevant and meaningless status symbols, material

possessions or how much something costs. It's not merely a business

classification for marketers to sell to you.

LUXURY IS HUMANITY. Luxury is now accessible to everyone who wants it…and it

should be. It's egalitarian and democratized. Luxury today is about how

something makes you feel, it's emotional and visceral, and about comfort, ease,

convenience as well as being freed from distractions and hassles and allowing

more free time to do the things you really care about.  It's the ULTIMATE

LUXURY…the FREEDOM OF TIME.

Absolute freedom, to me, is contentment, emotional wellbeing, feeling good,

protected and looked out for. You can connect the dots all the way from Studio

54 to PUBLIC—that freedom to be yourself and be happy and feeling good and

protected that we sought at Studio 54, which I feel was one of the main reasons

for its success—is the same that we seek at PUBLIC," says Schrager.

Schrager realized that there are things that people just don't need or want

anymore at a hotel—services and amenities that are pointless, no longer matter

and are out of step with today.  Modern people have simply moved on. Travelers

today want a really comfortable bed and a great night's sleep and don't really

care anymore about the pretentious idea of sheet thread count.  Similarly, they

want great coffee, but delivered fast and hot, not in fine bone china or a

sterling silver pot and served by someone wearing white gloves.

LUXURY FOR ALL is built on 4 key pillars—modern, re-thought and re-edited

service, sophisticated style, a unique, fun and elevated experience that makes

your heartbeat faster and value. Schrager sought to make this new notion of

luxury accessible and affordable to everyone who wants it—not only rich people.

It's the right thing to do and so well suited for the times and the future.

Two imperatives to ensure a successful execution of LUXURY FOR ALL was

rethinking the entire approach to service and the use of technology. At PUBLIC,

technology is smart, intuitive, effortless, user friendly, well thought out and

hassle free. It's not technology for the sake of it.

"Our approach to technology was similar to Steve Job's approach. We started

with the need and what made things easier, quicker, cheaper and more convenient

and then sought out the technology rather, than starting with the technology

and searching for a use which usually turns out to be useless, pointless and

pretentious—like gratuitous interactive display boards in a lobby," says

Schrager.

Every interaction was considered for ease, breakneck speed, efficiency and

effectiveness. Check-in and check-out are meant to be completely invisible and

the Arrival/Departure experience seamless and holistic. You can get up to your

room using your mobile device just as quickly as you can get up to your home or

office…which, to PUBLIC, is the ideal and the future. There is no longer a need

to make small talk or sit and have a glass of Champagne while being checked-in

or checked-out. People don't want that anymore. They want to get up to their

room as fast as possible and not stop by a front desk. There is ample

opportunity for personal contact with team members in countless more important

ways and times. Other technology offerings which make a stay effortless include

a state-of-the-art app, live chat, web chat, mobile key and key sharing and

major enhancements to the iPad check-in technology.

PUBLIC SERVICE, a brand new department, was created to solely support and help

guests when they need it. Service will be humanizing, friendly, caring,

emotional, warm and empathetic, with ferocious follow through. The focus was on

universally appealing service such as being treated genuinely. It won't be

obsequious service, but rather that which is attentive, unscripted and tailored

for the individual—because service is not 'one-size-fits-all'.

"We created another new idea for the hotel called "PUBLIC SERVICE". I wanted to

ensure that when you came to the hotel and throughout  your stay, you felt as

if you were staying at your friend's or family's house who really cared about

you and tried to be a gracious host—you felt good, cared for, dignified and at

home. It's personalized comfort. We are genuinely concerned about looking after

you. The inspiration came from the tech companies, such as Amazon and Apple,

and how they have mastered customer service and providing support and guidance

when needed in an instant. At PUBLIC, like them, we are customer and product

obsessed," says Schrager.

Schrager rethought everything at PUBLIC and has introduced many new initiatives

and offerings. The popular oasis Chrystie Park has been thoughtfully redone

with new landscaping by Madison Cox. This lush, verdant garden park in the city

with its plentiful variety of trees, flowers, plants and grasses will now be

available for dining, drinking, lawn parties, picnics, sculpture installations

and private events. It's PUBLIC's own micro version of Central Park in downtown

New York City.

Upon entering the hotel and just past the amber glow of the escalators,

familiar faces and friends of PUBLIC will notice a completely re-imagined

LOUIS, and a new restaurant and bar. The new food and beverage offering brings

together a collaboration between two outstanding world class award-winning

chefs—Diego Muñoz and John Fraser.  It's the first time ever that two chefs of

this caliber are coming together, each with his own role, on a single project.

"Two chefs working together like this is an unprecedented collaboration. No one

is better suited to interpret the culinary intent of a great chef than another

great chef. It is a first of its kind, with Chef Diego in the kitchen and Chef

John running front of house, which makes it so unique and ensures a holistic

experience," says Schrager."

"Previously, we were the first to recognize that the hotel's bars and

restaurants should be geared to the people of the city first and foremost, and

visitors will want to go where the people in the know of that city go. We are

taking this to a new level with Chef Diego and Chef John. With PUBLIC's many

outlets and the variety of culinary experiences, we are creating an immersive

food bazaar that has never been seen before. Moreover, there is a global

aspect, since Peruvian cuisine, with its multicultural influences, is a

microcosm of the world's best food," says Schrager.

At Popular, diners will have a special opportunity to enjoy authentic,

original, healthy and globally inspired Peruvian cuisine by Chef Diego Muñoz,

who helmed The World's 50 Best Restaurants' #1 rated Latin American restaurant,

Astrid y Gaston, in Lima. Chef Diego, a rare talent, proudly brings to New York

City, the ultimate international getaway, the best of his Peruvian homeland's

multicultural cuisine—a microcosm of some of the world's greatest culinary

traditions—Incan, Spanish, Moorish, African, Italian, Chinese and Japanese.

Signature dishes include sublime ceviches, wood-fire roasted Pollo a la Brasa

and Duck Leg Fried Rice, American classics like Prime New York Strip Steak, and

an abundance of fresh vegetables. The intimate Bowery Garden, the restaurant's

outdoor dining space, will be ideal for al fresco dinners and a special weekend

brunch.

The faster, more casual, lively and less expensive Cantina and Pisco Bar will

turn into a hot Latin club complete with its own bespoke menu from Chef Muñoz,

an extensive selection of Pisco, the aromatic grape spirit and Peru's legendary

unaged brandy, best-in-class cocktails, and curated live music and

entertainment. This new spot will be perfect for Champagne and oyster pairings,

a pre-dinner indulgence or after dinner cocktails and entertainment. Both

Popular and Cantina and Pisco Bar menus will be highlighted with the freshest

seafood of the day from the new Ceviche and Raw Bar, the only freestanding

Ceviche Bar of its kind in New York City that will feature "Live" Ceviche made

tableside and à la minute.

"The food is really healthy. The ceviche and raw bar are totally authentic and

will give people a special and unique experience. The preparation, right out

there in front of everyone, is a first in New York City. It all adds up to not

only great food, but dining as theater," says Schrager.

The cocktail culture will be taken to new levels of creativity and originality

by both chefs.  Cocktails will come "out of the kitchen" versus from the bar.

"On the cocktail side, the best people to create cocktails are chefs. Chefs are

focused on the best possible tastes in their food, and as such, they can create

the best cocktails with the best tastes. The entire hotel will take cocktails

to a new level," says Schrager.

LOUIS is PUBLIC's global, fast gourmet food bazaar, bakery and a sophisticated

coffee and tea bar with handpicked domestic and international offerings. It

beckons with an eclectic array of prepared delicacies created by Popular's Chef

Diego Muñoz, with New York City favorites and street foods curated by

Michelin-starred chef John Fraser. This combination of high and low creates a

combustible experience and variety…as it always does.

Presenting the next standard in gourmet food markets, LOUIS serves freshly

baked in house breads, bagels and other bakery items, wood-fired pizzas,

salads, fine local and global coffees, teas, wine, beer, soft drinks and

housemade bottled cocktails. Popular's Chef Diego crafts artisanal empanadas,

ceviche bowls and Peruvian-style, triple decker sandwiches, while Chef John

spotlights reimagined New York City street foods, like kosher hot dogs and

pretzels with spicy mustard, blending refinement and pop culture in every tasty

bite.

Other food and beverage and entertainment offerings at the hotel will include

PUBLIC EXPRESS for the "Best Of" breakfast favorites by two world class chefs

delivered to your room at lightening speed in less than 10 minutes—you no

longer need to wait 45 minutes for your breakfast and pay a fortune; A fully

stocked array of curated, personalized minibar treats awaiting you upon

arrival—"Do It Your Way"—options will include Junk Food, Healthy, Beverage, and

a special chef's curated; Healthy, vegan and wellness menus from Diego Muñoz

and John Fraser, so you can "come to NY for the cure" and actually go home

feeling better than when you came; Weekend brunch; Barbecues and Tea Dances on

the Roof with its 360-degree views of the city; A reimagined Diego bar with the

most exquisite cocktails from Chef John Fraser; And a big surprise for the

multimedia theater and interactive performance space. Both Diego and the new

theater will be opening in September.

The Lobby will be a new destination for OFFICE-LESS AND DESK-LESS CREATIVES who

will come to work but have fun as well.  As leisure and work are more and more

combined and the lines blur between home, office and hotel, Schrager sees more

people desiring a social space to work, play, relax and create a sense of

community. It's a SOCIALIZE "ON DEMAND" concept.

Technology refinement will also be apparent with state-of-the-art audio/visual

equipment for the most progressive virtual meetings in the redesigned banquet

space on the 17th floor.  Additionally, a multi-media installation on the

ground floor will wow with curated art and video by top talent and artists from

around the world.

"I am finally getting to fully realize my dream for PUBLIC—It's a new class of

hotel and the best is yet to come. I have an incredible completely new

management team—a dream team—to support me every step of the way to pull off

this new idea. I feel so lucky to be living in New York City and to be getting

our lives back. PUBLIC and NYC together are the perfect storm for the

Renaissance that is inevitable for the city. The future holds great prosperity

and forward-thinking creativity and I'm so grateful to be a part of it with

PUBLIC," says Schrager.

ABOUT PUBLIC

PUBLIC's fundamental premise is LUXURY FOR ALL.  It is built on four key

pillars: service, style, unique experience and value. However, it's not luxury

as we traditionally know it, but luxury reflecting a new definition.  Luxury is

no longer about things or how much something costs.  It is not a business

classification, a price point or based on scarcity. Luxury is now about

experiences and how something makes you feel.  Luxury is being democratized and

is now for everyone. The 3 bars, Diego, The Roof and Lobby Bar each have their

own unique vibe and personality so depending on the time, you might end up

hitting all three on the same night or just one, depending on your mood.  

Lushly landscaped gardens, multiple communal workspaces, and private event

rooms, both indoor and outdoor atop the building with jaw-dropping 360-degree

unobstructed views of the city, the spaces provide the ultimate in socializing,

entertaining, working and even just people watching.

Photo - https://mma.prnewswire.com/media/1526452/Chrystie_Park_at_PUBLIC.jpg

Logo - https://mma.prnewswire.com/media/1526401/PUBLIC_Logo.jpg

SOURCE: PUBLIC