The Renaissance Hotel chain has undertaken a wide-ranging renovation of its global brand, upgrading scores of properties around the world in a bid to carve out a new, more contemporary identity. Each of the new treatments seeks to exploit connections between the hostelry and the surrounding neighborhood, giving visitors a dose of local flavor along with the amenities of a luxury retreat.

Too chilly for the pool then, but what a view!

At New York’s Renaissance Midtown, home to some of the most dramatic revisions, that translates to a combination of tech and modern art, all in the service of what the hotel terms “a creative community which helps define what the world wears!” At the same time, the hotel is located in walking distance to Chelsea’s gallery row.

My bartender…looking so French

That’s a lot to take on, but the Renaissance Hotel chain, a division of Marriott International counting 160 properties in 35 countries, is sparing no expense in creating a new look and feel for their brand. And during a recent stay at the Midtown property, the statement came early, with visitors confronting a 10’ x 20’ projection wall featuring a silent slide show of various New York street scenes. At the concierge, I found a large wall installation quoting Diane von Furstenberg, “Attitude is Everything.” Closer inspection revealed that the letters were composed of thousands of black sewing pins, a sotto voce reference the neighboring garment/fashion district.

Also featured in the lobby was a painting by a local artist, presented on an easel with a short bio and and an invitation to attend an opening the artist would host in person. Other site-specific references: iconic small sewing machine replicas, and sepia-rose wallpaper on an accent wall, an allusion to the nearby Flower District. Still more local flavor resides in the charm that fits out the guest rooms; each featuring a different vintage NYC cityscape photos.

The Guest Rooms in Midtown

Of course, what counts as local depends on who is doing the defining. When Renaissance opens its new Chelsea South property next year, it will draw on the Antiques Garage Flea Market, which it is replacing, and the nearby flower district, but makes no reference to the Chelsea art galleries that surround it.

Similarly, the new remodel of the Los Angeles Airport Renaissance makes much of the local music scene, with walls clad in old vinyl records, and “emerging local musicians” offering sets of recent works in the hotel lobby. Fair enough, but what about movies? What about art? What about surf culture?

All in due time, it appears. Renaissance plans to open 16 new hotels in just the next 12 months, with more sure to follow. At that rate, it appears that every theme will find a home at Renaissance.