Country for PR: United Kingdom
Contributor: PR Newswire Europe
Tuesday, June 08 2021 - 10:30
Ian Schrager Relaunches His Transformative New Brand Public for A New Beginning for Both the Hotel and New York City
NEW YORK, June 8, 2021, /PRNewswire-AsiaNet/--

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 
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 

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 
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 

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 

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.

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.

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