NEW YORK (March 19, 2013) – Paramount, the landmark hotel in the heart of the theater district, unveils a new concept today, following a year-long $40 million re-imagination.  The hotel will be fully completed with the reopening of Billy Rose’s Diamond Horseshoe in fall 2013 after a 61-year hiatus. As one of a very few hotels designed by prolific theater architect Thomas W. Lamb, the historic building has been transformed for the 21st century traveler, offering spectacular design and amenities while being respectful of its 1928 origins.

“Today, we proudly announce the re-imagination of Paramount, a modern take on the original theater district icon 85 years later,” says Patrick Hall, Vice President of Hotel Operations for RFR Holding LLC. “Our team has embraced the lively, social atmosphere that made the historic hotel a must-stop in Midtown Manhattan. With the completely reimagined two-story lobby, event spaces and Paramount Bar & Grill, and we are confident that Paramount is poised for its best encore performance to date.”

At the heart of Paramount’s transformation is RFR’s vision for the historic hotel – carried out by award winning design firms Stonehill & Taylor Architects and Meyer Davis Studio – and its dramatic, two-story “living room” lobby.  Inspired by many of Thomas W. Lamb’s large, lavishly decorated theaters, many of which featured over-scaled, fantastical elements and dramatic light fixtures, the design team created a modern-day playground meant for socializing and taking in the sights. Dark woods, sculptural chandeliers and richly textured furniture turned out in rich blues, washed reds and soft neutrals – all with unexpected pops of yellow or even mirrored elements – imbue the lobby with a sexy, cozy ambiance designed to enchant guests and New Yorkers alike. Underscoring the social atmosphere that was intrinsic in the hotel’s original design, the focal point of the lobby is its fireplace, which is masterfully rendered in stainless steel to reflect the light and energy of the room. In an appropriate nod to the architect responsible for the iconic Madison Square Garden, a DJ booth is perched above the fireplace where live entertainment will be a fixture.

Paramount’s 597 guestrooms and suites retain their original charm, but are reinvigorated with a minimalist, modern aesthetic, complete with LCD flatscreen TVs, iPod docking stations and unforgettable Times Square views. Additionally, there are two loft-inspired entertainment suites featuring contemporary furnishings and minimalist design elements.

The hotel’s re-imagination marks the unveiling of a new restaurant and bar, Paramount Bar & Grill, as well as Corso, an Italian style coffee bar conveniently located in the lobby area near the hotel entrance, a new retail concept, Free & The Brave, and contemporary event spaces.

Paramount Bar & Grill
Paramount Bar & Grill, in partnership with LDV Hospitality, is a new American restaurant offering modern comfort food and a welcomed escape from the hustle and bustle of Times Square for breakfast, lunch and dinner. Executive Chef Jason Kallert, whose resume includes New York’s iconic Tavern on the Green and Le Cirque, is at the helm, serving classic American bar and grill cuisine with modern twists. Signature dishes include the Burger Deluxe, Meatballs, Grilled Whole Branzino and Chicken Pot Pie, made fresh daily. Paramount Bar & Grill’s signature cocktail, a modern take on the classic Moscow Mule, features Citron Vodka with Fresh Lime and Ginger.

The 2,500 square foot restaurant encompasses an 86-seat dining room and a 20-seat full-service bar and lounge, offering an extensive wine list and classic-American craft cocktails. Inspired by an abstract interpretation of New York Theater, dramatic lighting brings the restaurant to life, with accents of theater-inspired fabrics and large-format photography of architecture throughout the space. Raised banquettes with a view of the restaurant set the stage for an intimate dinner for two, an early morning breakfast or late night drink. The restaurant also offers a pre-theater, three-course prix-fixe menu between 5pm and 6:30pm daily and post-theater half off signature cocktails from 11pm to 1am daily.

Corso
Corso is an Italian style coffee bar with a New York ambiance. Serving espresso based beverages and light comfort fare, Corso offers guests a range of indulgences, including handcrafted wood-roasted Anèri Tricaffè espresso and locally roasted, artisanal American drip Corso Coffee during breakfast, lunch and dinner. Design elements take inspiration from the classic Italian coffee bar, reinterpreting the space into a modern, clean design where freshly made paninis, coffee drinks and pastries take center stage. Pops of the signature Corso red are seen throughout the space, along with marble counters, vintage espresso machines and an eclectic mix of art.

Free & The Brave
Free & The Brave is a boutique inspired by modern American design. The curated collection of womens’ and mens’ fashion, accessories, beauty, home, kids, and travel products are all American inspired, designed, or made. The boutique also offers one-of-a-kind pieces and handmade items, many of which are created in New York.  The eclectic mix of designer pieces includes looks from Suno, Electric Feathers, Edith A. Miller, Pendleton, Filson, Rogan and Levi's Vintage Clothing, as well as products from C.O. Bigelow, Rodin, Assouline and Penguin Classic Books.

Paramount Space
Paramount’s four mezzanine-level event spaces – Think Tank, Brain Trust, Inner Circle and Ivory Tower – were conceived with the understanding that ideas, designs, and solutions are inspired by minds working together in an inspirational environment.  Branded Paramount Space, the rooms offer flexibility of furniture, natural light, and comprehensive technology support complete with audio-visual capabilities and all-day butler services.  The mezzanine and four adjoining rooms can be combined to accommodate up to 200 people, offering the ideal backdrop for larger meetings and events.

About RFR Holding LLC
RFR Holding LLC is a Manhattan based, privately controlled real estate investment, development and management company founded in 1991 by Aby Rosen and Michael Fuchs. The company has a world class portfolio of office, residential, hotel and retail properties encompassing over 12 million square feet. The portfolio includes the landmarked Seagram and Lever House buildings as well as the iconic Gramercy Park Hotel in New York, W South Beach Hotel in Miami, and Roomers Hotel and WestendGate Marriott in Frankfurt. RFR is known for creating uplifting and inspiring environments through a unique vision and the incorporation of original quality art.