Hotel review: The renovated Row NYC

The Row NYC faced a daunting challenge: turn a dated budget hotel into a swanky, artsy place to stay, under a new name. All this in style-obsessed New York, where fashions fluctuate.

It took two years and $140 million, but the Peggy Olson-style makeover was finally completed March 1. I stayed at the Row NYC last weekend, walking away impressed by the hotel’s new style while seeing enough substance to please the average traveler who wants to stay near Times Square.

One look at the hotel in its former life as the Milford Plaza will show you that it underwent not just a much-needed renovation, but an entire personality change. It’s a relevant change, as well. The likes of Airbnb offer travelers more than just cheaper alternatives to hotels – they offer authenticity. It stands to reason that hotels must avoid being seen as sterile, especially to entice younger guests.

"More than an industry-standard renovation of the lobby, our approach was about the reinvention of the hotel, creating a completely new hotel that really only shared location with its predecessor," said Vann Avedisian, principal at Highgate Hotels.

It’s very hard to argue that the Row NYC is bland. I generally avoid Times Square in favor of less-touristy neighborhoods such as East Village, but there is coolness to spare here, from the entryway to the hallway. Though it has 1,331 rooms, there’s a boutique feel that makes it actually fun to walk around.

Rooms start at around $270 per night, with such perks as 32-inch flat-screens, iPod docks and double shades to adjust the light in the room. Considering that you need to be a contortionist to fit in many New York hotel rooms, there’s more than enough space here to be comfortable.  

I slept in a king-size, and the bedding felt plush and brand new. The décor is modern, clean and neutral, except for a splash of bright, subway-line-inspired color along the headboard. If you shop at CB2, you’ll be happy here.

My favorite part of the hotel was walking through the hallway to and from my room. On every floor you’ll find some doors painted with murals depicting such Manhattan neighborhoods as SoHo and the Lower East Side. It’s a deft touch that should placate people who are too cool for Times Square but need to stay there. If I had more time I would have explored other floors.

When walking in the hotel, you’re greeted by a 24-foot-high, crystalline façade with an illuminated stairway to the lobby. There, all the modern industrial design elements can be found, from stainless-steel drapery to wood pieces on the ceiling. The public spaces were designed by Gabellini Sheppard Associates, which is also redesigning the nearby Knickerbocker Hotel. It’s a bold effort that could have looked try-hard, but it works.

There are two striking light sculptures in the reception area, as well as a roomy Internet space with iMacs where you can browse for free (30-minute limit) and print out your boarding pass.

Toward the back is the hotel’s lounge/eating space, District M. This could easily have looked like a W Hotel knockoff, but there are some clever New York-flavored elements that pull it off. This includes a food menu with New York-style hand-stretched pizza, and cheeses from Murray’s in Greenwich Village. This fall, the Row will open City Kitchen, a food market with offerings from Manhattan restaurants.

I tried several of the Row NYC’s in-house cocktails and sampled their dinner menu. At around $14 the drinks aren’t cheap, but it’s a standard price for Midtown and they were solidly crafted. The thin-crust pizzas were surprisingly good and represent New York well – I especially liked the pepperoni, which at $20 comfortably feeds two people.

My only complaint with the menu is that while tasty, it’s also heavy and there isn’t a standalone salad plate for the health-conscious. There is some food-coma potential here.

Completing the rock-star vibe of the lounge is a giant slideshow of vintage New York celebrity photos by paparazzo Ron Galella. I can imagine this being rather hypnotic after a few drinks.

Service here was solid. I got early check-in even though I arrived unannounced before noon, and they’ll promptly arrange shuttle service for you to get to the airport. The lobby newsstand, Iconic M, is convenient for a snack run.

Is there room for improvement at the Row NYC? Yes. For a place that’s creating an atmosphere of glamour, it seems chintzy to charge for WiFi if a guest plans to use more than one device. My climate control was flaky and sometimes ran hot and cold. And this is a personal thing, but with the NCAA basketball tournament being broadcast on TBS, I was disappointed that it wasn’t among the channel selections.

Still, if you want your Times Square experience with much less cheese at a reasonable price, the Row NYC makes for a solid option. I’d definitely stay there again.

Disclosure: The hotel provided lodging for this review.

Follow Greg Keraghosian on Twitter: @gkerag.