There are five options, ranging from ‘enlightened rock star’ to ‘food critic’, and along with rooms designed to match your designated character, the concierge service also provides personalised recommendations. We found ourselves within the cranberry walls chez ‘Mike’ - the New York-based doctor who’s into fitness, dancing and dogs, likes his seafood dining and ‘premiere’ lounges, and, according to the in-room iPod, has a penchant for Lenny Kravitz and Kings of Leon. FYI, when local resident Pamela Anderson pitches up (and yes, we did spot her downtown), she always plumps for film actress/PETA activist Dede and her faux-fur boudoir-style (wonder where they got that idea from?). Otherwise, it’s a modern, industrial feel, with the biggest en-suite bathrooms I’ve ever come across, and crucially for such a busy location, quiet, too.
