Primary Colors, the Hotel

If you were a hotel room, what color would you be? A new luxury hotel in New York would be ideal for travelers who enjoy speculating on such Barbara Walters-like questions. The Time, a 200-room inn in the heart of the city’s theater district, offers guest rooms and suites that “embrace” a primary color. The red, yellow and blue rooms feature headboards and beds of red, yellow or blue. Then the color is repeated in objects throughout the room--blueberries in the blue room, strawberries in the red.

“We set out to create a hotel that captures the vitality of Times Square, the most exciting corner of the world,” hotelier Vikram Chatwal said.

Capturing the scent of the neighborhood was not part of the plan, however, so three fragrances, meant to be the olfactory expression of the primary colors, were mixed just for the new venture. Interior designer Adam Tihany, who created the restaurant Remi in Santa Monica, is responsible for the design and creative concept of the Time.

“The idea is to truly experience a color--to see it, feel it, taste it, smell it and live it,” he said.