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 Niles
is a fresh, contemporary restaurant and bar, celebrating
color and innovation. Established at the ground level
of the Affinia Hotel on 7th Avenue, this exciting space
engages the streetscape at an unparalleled location
steps from Madison Square Garden, and will be sure to
attract native New Yorkers as well as first-time visitors
to the Big Apple.
Clean iridescent finishes accentuate an oversized bar,
anchored by a lit-glass decorative column that greets
visitors upon entering. The use of metal and other reflective
surfaces explodes the visual perimeter of space that
surrounds the bar area. Colorful finger-like light fixtures
give this lounge a fresh sense of elegance. In the dining
area there is a rhythmic play of color that has been
orchestrated with the use of art and lighting. This
sophisticated dining room has been softened with the
playful art of James Rizzi showing comical renditions
of city events and everyday tasks. Primary colors set
against a white backdrop make this an exciting space
for an early start or a very late evening. |
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 Concept:
Think trendy, sophisticated and high-profile and thoughts
turn to the new Niles Restaurant, located on the ground
level of The Southgate Tower Hotel, an Affinia Hospitality
property, on Seventh Avenue in New York City. Strategically
positioned diagonally across the street from Madison
Square Garden, the task facing owner Connie O’Reilly
was to transform an older food and beverage location
into an exciting and innovative dining and social setting.
The restaurant, as well as the adjacent three-star,
528-suite property needed to be more than able to hold
its own in terms of attracting celebrities, corporate
executives, native New Yorkers and first-time visitors
to The Big Apple. - Michael Billig
Execution: Under the
direction of Warwick, RI-based design company DiLeonardo
International, the restaurant underwent a four-month,
$2 million transformation in mid-2003, resulting in
the total closing of the facility for just a brief five-week
period. Re-opened in September of last year, the new
Niles Restaurant is veritable medley of brightly lit
glass and metal, making for a lively setting to its
5,000 square feet of floor space accented by nearly
three-dozen comfortably positioned tables. Moreover,
clean iridescent finishes accentuate the oversized bar,
anchored by a lit glass decorative column greeting visitors
upon their entrance. The bold use of metal – and
other reflective surfaces- exponentially adds to the
visual perimeter of space surrounding the bar area.
Additionally, the accompanying light display serves
to continually change the facility’s ambiance
and environment.
Result: The restaurant
is a perfect backdrop for young shakers-and-movers to
enjoy a meal or a snack anytime of the day, against
a background of playful artwork as reflected by comical
renditions of city events. The Niles has similarly evolved
into a noteworthy social and cocktail setting, ratcheting
up a few notches among many of Manhattan’s “glitterati.”
A palette of primary colors set against a white backdrop
allows this prime midtown location to function equally
well either as a place to get an early-morning start
or to cap off a late evening. But the real proof to
owner O’Reilly of how well the new Niles Restaurant
works is that the facility has posted a “significant
increase in business” since its re-birth. |
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