Luxury has a new look—and it comes with a $90 million price tag.
The St. Regis New York recently began touting its super luxury makeover in the hotel's first ad campaign since 2011, which was inspired by its advertisements from the 1930s. Dubbed "Introducing a New Era of Glamour," the ads will run for one year and be featured online and in international and national publications.
The hotel's renovations, which were first unveiled in October, include all new guest rooms, with marble-tiled entrance ways and bathrooms designed to create a spa-like atmosphere. There's also a revamped restaurant by Chef John DeLucie, The King Cole Bar & Salon, where guests can order a $225 grand royal seafood platter and wash it down with a $760 cognac.
Executives tried to incorporate old and new in the hotel's redesign. The Waterford crystal chandeliers, for example, remain in the updated lobby, but new art and windows provide a fresh feel.
The majority of the renovations are now complete, but additions to come in early 2014 include a new spa and health club, and a few additional changes to the lobby.