Set to debut Super Bowl weekend, LULU’S at W Hoboken will be a destination lounge catering to diverse clientele in an approachable, elegant atmosphere. Premiere East Coast hospitality company EMM Group, led by partners Eugene Remm, Mark Birnbaum and Michael Hirtenstein, worked closely with renowned husband-and-wife design team Robert and Cortney Novogratz to conceptualize the redesign of the former Chandelier Room, maximizing expansive views of the Manhattan skyline across 4,000 square feet of indoor-outdoor entertaining space.
With a vibrant palate of patterns and an array of handpicked finishes, LULU’S aesthetic fuses contemporary flair and classic sophistication to create varied experiences across three distinct sections for local patrons and hotel guests to enjoy. With an open floor plan, the main space at LULU’S features 17 foot-tall ceilings and a 20 foot-long bar flanked by a large outdoor terrace on one side, and a cozy den with vintage pool table for relaxed gaming and intimate conversation, on the other. Designed for flexibility and function, wall-mounted televisions set the stage for game day entertainment, where guests can come early for amazing views and stay late as the lounge transforms into a mature nightlife destination.
“Our goal with this space was to create an environment with something for everyone. LULU’s is a true neighborhood destination where you can come back time after time and count on a consistently elevated experience,” said EMM Group Partner, Mark Birnbaum.
The spacious venue boasts a menu of shareable comfort foods and familiar favorites as well as a beverage program with cocktails such as “Moves Like Jagger” with Milagro Tequila, Coconut Rum, Caramelized Pineapple and Fresh Lime juice with a Coconut-Salt Rim and Lulu’s Lavender Lemonade with Absolut Citron, House-made Lavender-Lemon Syrup and Fresh Lemonade.
Designed by the NOVOGRATZ, a Manhattan-based design studio fueled by a mix of modern and vintage styles, LULU’S combines classic trends with bold sensibilities. Upon entering the room, guests are greeted by two oversized photographs: an Albert Watson of Mick Jagger and a Mario Testino of Kate Moss, positioned as a preview to the artistic influences displayed throughout the space.
“We had a blast designing LULU’S - we always try to incorporate art into all of our designs and the high ceilings at LULU’S gave us a great opportunity to use big art,” said Robert and Cortney Novogratz, the First Family of Design.
Gold painted walls and columns clad in metallics by famed British artist Richard Woods, best known for using floorboards printed with his signature oversized wood-grain motif, play off a geometric fabric lining the banquette seating, designed by British artist Sarah Morris, to create an urban architectural environment. Standing beside the DJ booth, an LED glass-block lighting column illuminates its panels dynamically in sync with the music, while Murano chandeliers and a custom disco ball reflect off of one another to highlight the playful ambiance at LULU’S. Along the back wall of the room, black and ivory striped wallpaper adds an air of traditional elegance, enhanced by a thoughtful collection of artwork by Damien Hirst and others.