The Real Deal New York

Baccarat New York doesn’t sparkle

Invoking the storied retail name only results in over-branding

August 15, 2012 04:30PM
By James Gardner

Starwood Capital CEO Barry Sternlicht and a rendering of the Baccarat

From the August issue: Just opposite the Museum of Modern Art, a new hotel and condominium is set to rise over the site of the former (and future) Donnell Library. The project is to be called the Baccarat New York.

Following the lead of the Bulgari hotel chain, it seeks to invoke a storied name from luxury retail — in this case, one that has been synonymous with elegant crystal products since before the French Revolution. But the building, judging from a recently released rendering, promises little beyond its name to suggest the beguiling brightness that we associate with crystal. [more]

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