New York-based architecture and interior design firm Stonehill & Taylor has been awarded the redesign of the Novotel Hotel Times Square, following an invited competition.

The New York location is considered the North American flagship property under the Novotel brand.

Novotel New York Times Square was acquired by Chartres Lodging Group, the San Francisco hotel investment and advisory firm, in a joint-venture in February 2012, from a subsidiary of Accor Business and Leisure Management.

Accor will continue to operate the hotel under the Novotel flag, in a long-term management agreement.

“We wanted a fresh concept that is relevant to the unique location of this hotel,” said Barry Nidiffer, senior vice president of development management at The Chartres Lodging Group.

“Stonehill & Taylor came to the table with an innovative concept and a rich vision.”

Stonehill & Taylor’s complete redesign of the hotel includes all 480 rooms and public spaces.

“We are thrilled to be selected for this project,” said Michael Suomi, principal Stonehill & Taylor.

“With the redesign of this property, we hope to set the standard for Novotel in the United States.”

The hotel is located on 52nd Street and Broadway in Midtown Manhattan, with views of Times Square.

The repositioning of the hotel will seek to attract business travellers, in addition to its core market of European leisure travellers.