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Nostalgia and Wonder Fuel Ian Schrager’s New Edition Hotel in Times Square

The nightlife mogul Ian Schrager’s mantra when it comes to creating an unforgettable experience is this: There must be some element of wonder, surprise and magic.
“You can’t have a strategy based on intellect,” Schrager said, Tuesday night from Times Square. “There’s no map. There’s no guideline. It’s just a question of intuitiveness, instinct, layering detail upon detail upon detail until you get there.”
In an era of ads sponsored by celebrities and curated experiential activations tailor-made for Instagram, this ethos seems a bit unbelievable. But it is with this mind-set that Schrager insists he planned the rollout for his latest hotel, the Edition Times Square. He threw a cocktail, dinner party and after-hours performance with Nile Rodgers and Chic and Diana Ross to ring in the new location — one that most New Yorkers won’t deign to travel to unless absolutely necessary. Schrager, though, says he has faith Times Square will shift, and his hotel won’t just be for tourists.
“Studio [54] was in this neighborhood,” he said. “The Meatpacking [district] was an unseemly place. SoHo was unseemly. TriBeCa was a truck stop. That’s part of being in a great city — it continues to evolve and people go there if

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Via:: https://wwd.com/eye/parties/kendall-jenner-cara-delevingne-hailey-beiber-diana-ross-ian-schragers-new-edition-hotel-in-times-square-1203083762/