Baccarat Hotel & Residences New York

Hospitality Awards Submission Best Innovation In Concept Prepared by HL Group Table of Contents • Summary • Presentation Document • Representative Information • Hotel Photography Summary Baccarat has long been a symbol of elegance in the lives & homes of kings, queens, sultans, tsars, moguls and rock stars. Intimately entwined with the fine art of living, its translation from luxury product to sumptuous hotel, from glittering objet to gracious lifestyle, is a natural evolution of the brand’s unique culture of craft and impeccable provenance. Baccarat Hotel & Residences New York is industry titan Barry Sternlicht’s stunning return to the hospitality space. Opened on March 18, 2015, Baccarat Hotel & Residences New York was an instant classic, offering French glamour and design through the lens of New York City. As the first hotel and global flagship for Baccarat Hotels & Resorts, Baccarat Hotel & Residences New York is a thoughtful and elegant homage to the 250 year-old heritage Baccarat crystal brand. The property boasts 114 elegantly appointed guest rooms and suites, two opulent lobby salons, a 60-foot barrel-vaulted bar, the first Spa de La Mer in the world and a new modern French restaurant, Chevalier, overseen by Michelin-starred Executive Chef Shea Gallante. Legendary New York restaurateur Charles Masson curated the style and service for Chevalier during launch. Paris-based interior design firm Gilles & Boissier led the creation of the hotel’s interiors, which combine Baccarat’s French classic aesthetics with a fanciful modern sensibility. Celebrated decorator Stephen Sills created the elegant setting for the street-level Chevalier restaurant and Skidmore, Owings & Merrill served as architects for the 50-story tower. Concept: Baccarat Hotel & Residences New York What are the Focus Points of the Concept? Baccarat Hotel & Residences New York is the ultimate luxury hotel in Manhattan, the first global flagship and ultimate lifestyle extension for the 250 year-old Baccarat crystal brand. The concept focuses on the following: • French Tradition & Artistry • A curated art collection, collected over several years prior to opening, representing every major art movement since the brand’s inception • A service platform inspired by the Baccarat Artisans, who seek perfection in every handcrafted crystal object • Stunningly thoughtful interior design that elegantly ladders back to the brand – for example, an eternal fire in the entry lobby, referencing the ever-burning furnace in the factory in Baccarat, France. Why Was the Concept Introduced? Baccarat Hotel & Residences New York was conceptualized to pay homage to the incredible heritage of Baccarat crystal and the brand’s exceptional standard of luxury. Baccarat’s artisans have produced custom designs since King Louis XV founded the company in 1764, and has since created exquisite products for the world's most discriminating figures including kings, queens, tsars, sheiks, emirs and sultans, modern moguls, designers and rock stars. The opening of the hotel marks the brand's new evolution into a perfectly crafted lifestyle and hospitality brand. Baccarat Hotels and Resorts was the brain child of Starwood Capital Group CEO Barry Sternlicht who manages the hotel. Of the development of the lifestyle and hospitality brand, he says, "We are so thrilled to bring to life the new 'House of Baccarat'- to take this legendary brand which has for centuries stood for perfection in crystal, and has never been compromised, to create its first modern lifestyle hotel masterpiece. I wanted to celebrate light, and to produce a hotel that glowed, and was shimmering, sensual, elegant but still functional, fun, comfortable, and not overly formal.” When deciding on a location, Sterlicht says that "We waited and believe we found the perfect location to launch our first hotel. Our designs pay respect to our neighbors in the property's simple exterior, but we add great drama with other details including a four-foot high always-burning fireplace which represents the furnaces in our manufacturing facilities at Baccarat France. Entering the lobby, guests will be mesmerized by a 20-by-25-foot wall adorned with more than 2,000 of Baccarat's most iconic glasses, the Harcourt. Each custom-sized glass has been laid horizontally, and lit by an LED light to create a 24-hour light show. The hotel has every possible amenity a privileged client demands. Our goal is to offer perfection of service that matches Baccarat's perfection in the production of crystal." - Barry Sternlicht, Chairman and CEO of Starwood Capital Group, the parent of SH Group, a lifestyle hotel brand management company who will manage the hotel. What Kind of Surveys Were Conducted Initially? Baccarat Hotel & Residences New York conducted robust research as part of the hotel’s launch planning and strategy including: • Extensive research on the Baccarat brand and its 250-year history, which is the core of the hotel • Compiled a market analysis of Baccarat Hotel & Residences New York’s competitive set both in the neighborhood and throughout Manhattan, identifying the hotel within the luxury hospitality market • Administered a media audit of recent, similar hotel openings to set a benchmark Conception What Partners Were Involved? • Baccarat Crystal - Concept and Inspiration • Gilles & Bossier – Hotel Interior Design • Stephen Sills – Chevalier Restaurant Interior Design • Tony Ingrao – Residences Interior Design • La Mer – Spa partner • Francis Kurkdjian – Hotel scent and Bathroom Amenities • Skidmore, Owings & Merill – Architecture • Frédéric Chambre – Art Curator What are the Main Innovative Aspects of the Concept? The 250-year old Baccarat brand has been integrated into every aspect of the hotel. The details are elegant and imaginative. • Walking up to the hotel, guests are greeted by an undying flame that is an homage to the flame in the Baccarat Factory that burns 24 hours a day. • In the ground level entry lobby, 2,000 of Baccarat’s signature Harcourt Glasses have been utilized to create a stunning light sculpture, whose design evolves throughout the day. • The building itself is sheathed in corrugated glass that shimmers like crystal. • Gilles & Boissier designed custom furniture for the hotel – while some pieces feature light crystal elements, the deep and muted fabrics and dark woods create expert visual balance. • The Art Collection in the hotel was curated over several years explicitly for the hotel: – The mixed media gallery wall in The Bar is a snapshot of art history over the past 250 years. – 114 custom sculptures using the Harcourt Glass are placed outside each guestroom. • The hotel’s service platform is inspired by the Meilleurs Ouvriers de France, awarded to artisans that have perfected their craft. Investment & ImplementationInvestment and Implementation What is the total cost of the realization of the concept and how many properties are concerned? Baccarat Hotel & Residences New York is the first and only property for Baccarat Hotels & Resorts. The brand is currently developing a growing pipeline, with additional properties in Rabat, Morocco and Dubai, UAE underway. Baccarat Hotel & Residences New York is unable to disclose financial details. Performance How do you assess results of the realization of the concept in terms of? Brand Recognition: Baccarat Hotels & Resorts and Baccarat Hotel & Residences New York have become widely recognized hospitality brands through a strategic media relations campaign. Results include: – Significant US launch exclusives in The Wall Street Journal, The New York Times, WSJ. Magazine, Condé Nast Traveler (cover), Travel + Leisure and Bloomberg News. – International features in top tier publications such as Architectural Design China, Madame Figaro, ELLE Décor France, The Sunday Times Travel Supplement, Conde Nast Traveler Middle East and many, many more. – Continued momentum includes: • Spa de La Mer launch (still in progress) covered by The New York Times, VanityFair.com, Style.com, with international and print coverage expected in ELLE. • Restaurant coverage in The New York Times (news items + a large feature on Charles Masson), GOTHAM, Bloomberg Pursuits, New York Magazine and GrubStreet, Eater, Zagat and more. • Society and event coverage in Women’s Wear Daily, VanityFair.com, Page 6, W Magazine, Vogue.com, etc. – Coverage since launch has garnered over 1.89 Billion impressions. How do you assess customer satisfaction related to the concept? The hotel has not yet been open a year, but the feedback from customers, local residents, hospitality insiders and press has been overwhelmingly positive. Hosts at Baccarat Hotel & Residences New York work tirelessly to ensure that guests have a perfectly crafted experience. Here, a few customer reviews: “We stayed in a Classic King Room over the week of Labor Day. We usually stay at the Mandarin Oriental but was persuaded by some friends to try this hotel. I was skeptical at first since, in my experience, newly opened hotels tend to be not so great service-wise but we were pleasantly surprised. The service level was up to par, quite attentive and very friendly and useful. The hotel is beautiful and it is clear they spared no expense with the materials used in both the lounge, lobby and the rooms. The rooms are fairly sized (especially given its mid-town location) and beautifully decorated. The public areas were great for meetings and drinks. Overall a good stay!” “Would rate our recent stay at the hotel as "6" star if possible! Outstanding customer service. Each member of the staff was extremely pleasant and seemed to be happy on the job! well done. Guest services were top notch. Room service was prompt. Room was luxurious. Contemporary shower was a joy! Great NYC view. High Tech room appointments were a plus. Cannot wait to return again and again.” Representative Information Name: Barry Sternlicht Title: Chairman and CEO of Starwood Capital Group/ Président et PDG de Starwood Capital Group Hotel Photography Hotel Photography Hotel Photography.

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