New York Helmsley Showcases J/Brice Design to Market Grand Reopening

NEW YORK, March 10 /PRNewswire/ -- Though top hotel designers rarely figure into a hotel's marketing scheme, the New York Helmsley has decided to credit J/Brice Design International in its grand reopening promotion.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100310/NE67960 )

In an apparent belief that there is market cache in touting a designer-image, the homepage of the iconic New York Helmsley Website includes a prominent credit for J/Brice Design and a montage of concept renderings the firm created of the new interiors (http://www.newyorkhelmsley.com/).

The Website states, "Conceived by J/Brice Design, our sophisticated and timeless dining room, Harry's Bar, and lounge, capture the essence of the New York skyline's strong and poetic geometry."

Philippe Starck and Giorgio Armani are known for a range of luxury products and their names have recently been used to promote hotels. The Helmsley Group is breaking new ground by linking its brand with a designer who focuses exclusively in hospitality and has been recognized by the industry worldwide.

Jeffrey Ornstein, CEO and founder of J/Brice Design (http://jbricedesign.com/) said, "I see the Helmsley's association with J/Brice as validation of our contribution to the property. A designer name is a promise that is always kept, it gives the consumer pleasure and value beyond the product itself, it creates an air of exclusivity and encourages the consumer to own the experience. The Helmsley Group has started a welcome trend by putting us front and center."

Ornstein is keen on drawing a parallel between hotels and fashion. He has called for renaming hotel design, hotel fashion saying, "Hotel design focuses on the architecture, the building. Fashion is guest centric, focusing on lifestyle and guest experience."

Fashion also reflects the times. When the Helmsley opened in 1981, the property redefined the business luxury hotel for the 1980s. Christine Shanahan, J/Brice project director adds, "The Helmsley opened, with much fanfare, at the start of what Tom Wolfe referred to as, 'The Me Decade.' Today, we have redefined the Helmsley's famous Harry's bar for this decade – the 2010 decade – casual, forward-looking, international and hip."

She notes, "The 2010 guest wants more from the public space – it has to be more flexible and vital. To meet expectation, we created two lobby lounge levels, a quieter upper level for those looking to enjoy conversation and a lower level relating to Harry's Bar for those that want to see and be seen. The lobby lounges are all about texture and color: The quieter upper level is done in champagne with beaded glass walls washed in light. This contrasts with the bold rosewood veneer on the bar level. Lighting further defines the experience in each area."

For a detailed design philosophy and images visit: https://download.yousendit.com/S1VES3drdkdUME4zZUE9PQ

The Helmsley was designed by Emery Roth.

J/Brice Design is based in Boston, and Dammam, the Kingdom of Saudi Arabia. In addition to the New York Helmsley, J/Brice is restoring another iconic property – HMS Queen Mary - the 1934 luxury ocean liner – in Long Beach, California. Internationally, the firm is a leader in establishing a unique look and brand identity for the luxury hotel sector the Middle East.

About J Brice Design International

Founded in l989 by leading hospitality design authority, Jeffrey Ornstein, J/Brice Design International is a global interior design firm. In 2009, J/Brice ranked as one of the top ten design firms in New York/New England region and has twice been cited as one of the ten fastest growing design firms in the US - once in 2000 and once in 2008 by Interior Design Magazine. Brice has won awards in every major category of Hotel Design, including Best Upscale Design of The year, Renovation of the Year, Most Ambient Hotel Lobby, and Best Luxury Suite. Its award winning staff has worked on over 200 hotel and restaurant projects, in addition to boasting a diverse portfolio of corporate and residential interiors. Its international experience lends great diversity to its design perspective and implementation with respect to regional, cultural, operational and brand parameters.

J/Brice is the preferred design group for Hilton Hotels: All Full Service Hilton, Doubletree Hotel / Guest Suites, and Hampton Inn properties, Marriott International: All Full service Properties, Renaissance, and Courtyard properties, Starwood: All Full Service Sheraton, Westin, and 4-Points properties, Intercontinental Hotel Group: All full service Intercontinental Hotels, Crown Plaza, and Wyndham Properties, Trump International Beach Resorts, Best Western and Holiday Inns Worldwide. International credentials include work for TAJ Hotels in India and Dubai, The Al Thani Family in Qatar, and The Al Othman Holding Company in KSA.

SOURCE J/Brice Design International