Design Republic reimagined the W Times Square’s 7th-floor lobby, transforming a windowless, low-ceilinged space with prominent columns into a dynamic, multi-use environment. As the central hub for guest check-in, co-working, cocktails, and nightlife, the space demanded both flexibility and atmosphere.

Modular furniture allows for seamless reconfiguration throughout the day—from morning coffee to evening DJ sets. Interactive design elements evolve with the time of day: mirrored walls animate with LED video, a hidden DJ booth is revealed by a rotating bronze and dichroic glass screen, and a back bar shifts from smoked mirror to a vibrant 40-foot neon installation. Constraints became catalysts for innovation, resulting in a layered, immersive guest experience.