London-based design practice Holloway Li has debuted its first stateside project, Branch, Park Terrace Hotel, in New York. The private members club overlooking Bryant Park targets local creatives and young professionals for work and play inside an ornate Midtown address designed by David Chipperfield. An extension of the distinguished neighborhood, Branch is also crafted to offer reprieve and rejuvenation. “We wanted Branch’s guests to feel a distinct sense of sanctuary upon entering,” says Alex Holloway. “We envisaged the space as a serene retreat gently nestled about the city’s hustle and bustle.”
The surrounding vernacular was a key muse for Holloway Li’s design, which maximizes the space’s double-height interiors and dual-aspect views of Manhattan landmarks. “Branch’s iconic views were a big inspiration,” says Na Li, “including the iconic New York Public Library, neighboring Bryant Park and the building’s own architectural legacy.” Fluted timber detailing along banquettes channels the rhythmic spines of stacked books, while shelves wrapped in green velvet evoke the humble opulence of a beloved reading room. Existing terrazzo columns inject a diverse array of visual texture and stones found in the facades of neighboring buildings as well.
The main focus of the brief, however, was to imbue the opulent interior with a sense of vibrancy. Holloway Li opted to fill the space with lush greenery, midcentury furnishings, and polished details to complement and honor the surroundings. Classic European furnishings were sourced to compose an ambiance of ageless refinement, configured in thoughtfully arranged seating clusters that enliven the open layout with opportunity for spontaneous interaction. The layout is also designed to support a seamless transition into the evening when the bar area takes centerstage. The new bar is clad with green terrazzo for a subtle contrast to more muted backdrops and green and black serve as the base for terrazzo tabletops. Back-to-back booths upholstered in soft green velvet and bouclé harmonize with the greenery. Overhead, antique brass chandeliers illuminate the lofty bar in warmth.
