W New York - Times Square

The sleek and modern aesthetic of the W brand is on full display at its entrance to this 50-story tower—featuring a dimly lit, glassed-in waterfall ceiling—and even more so once you reach the hushed and dramatic seventh-floor lobby and lounge. The attention to atmospheric detail fades a bit in the rooms though, due to a drab taupe color scheme punctuated by works of art and hot-pink Lucite bedside cubes. Squint, though, and you'll feel cool amid the minimalism, especially thanks to all sorts of clever in-room lighting options and a well-designed bathroom stocked with Bliss products. And the wonderfully comfortable beds and sparkling Times Square views go quite a long way. Service is friendly and polished, too, and there's a hip in-house restaurant, Blue Fin.