THE TIME's design eschews convention. It is a treasure trove of delightful surprises, from hallway runners adorned with clocks to guest rooms dominated by one of three primary colors (red, blue and yellow), candy in-room coordinated to its color, and a color-inspired scent. As Tihany describes it, "The idea at THE TIME is to truly experience a color: see it, feel it, taste it, smell it and live it." If guests need further inspiration, they will find a postcard above the desk-referencing author Alexander Theroux on the essence of the room's color.

THE TIME is a design boutique hotel unlike any other, delivering a unique blend of hospitality with intellectual and sensory stimulation. Renowned designer, Adam D. Tihany has created THE TIME to coax your senses to mingle, to experience new sensations, and understand how color influences your mood and affects your day.

From the entry of the hotel, a two-story gleaming facade leading to a modern, cosmopolitan lobby and lounge, through the fascinating multilingual news broadcasts in every guest floor corridor, to the color theory provocation in each guest room, THE TIME offers a most memorable hotel experience.

Inspired by Alexander Theroux's book, The primary Colors, Tihany designed each guest room of THE TIME randomly using one of the three primary colors-- red, blue and yellow, featured on an otherwise muted palette.

Enter a red room, see red selectively around the room, feel red as you lie in your bed, smell red as you open the vial of the 'red scent' created exclusively for THE TIME, even taste red with a bite of red candy. All of your senses are aroused, perhaps amused. How does red make you feel? How about blue or yellow?

THE TIME features every amenity the sophisticated, world-class traveler expects.

Including High-speed Internet access, Bose Wave Radio, coffee maker, dual line telephones with data ports, private voice mail, and 18 hour room service and concierge. And for those times when you are not in your room, THE TIME offers an exercise room complimentary for guests.

Amenities reflect the needs of sophisticated travelers. dual line telephones, high speed internet access, private voicemail, 18-hour room service, iron / board, in-room safe, Bose Wave Radio, bathrobe, Molton Brown toiletries.

Located at 224 West 49th Street between Broadway and Eighth Avenue in the heart of New York's Theatre District and steps to the New Times Square. Trendy Hell's Kitchen with its many new eateries and gay friendly bars and clubs, Universal Music, Time Warner, AOL Time Warner, MTV, BMG / Sony Music, Random House, Conde Nast Publications, Publicis, Ogilvy & Mather, Ernst & Young, Reuters, Rockefeller Center, NBC Studios, Radio City Music Hall, Major Recording Studios, CNN, FOX Studios, Central Park, Empire State Building, Toys R US, Hard Rock Caf�, Planet Hollywood, Carnegie Hall, Madam Tussauds, Jacob Javits Convention Center, Madison Square Carden, the New 42nd Street and 5th Avenue Shopping.