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“People want to see people. As you check in, you feel a distinct energy,” says Lightstone president, Mitchell Hochberg, during our stay in the Big Apple. As he is speaking, the lobby at Moxy Times Square is buzzing with guests coming and going, lyrics of popular songs play across the screens positioned behind the check-in desks, and a giant 4.2m glass-and-mirror bear sculpture by Japanese artist Sawada says hello when you look up.

If you’re wondering why the unofficial mascot of Moxy Times Square is the bear, it’s because the design firm Yabu Pushelberg was inspired by the idea of urban camping when it came to designing the rooms.

“When we started the project, our challenge was to reimagine a new type of hotel room for people of various ages but with a certain nomadic mindset,” explains Glenn Pushelberg, founding partner at Yabu Pushelberg.

His co-founder, George Yabu, adds: “We took inspiration from early puritan design and the utilitarian simplicity of this aesthetic and the notion of ‘urban camping’. We looked for ways to put a modern twist on our designs so everything is current, youthful and portable.”

Step into any of the of the 612 rooms, regardless of whether it’s the cosy 150 sqft Double room, or the larger Studio Suite that’s a little more than double in size, you get a sense that everything has a place and purpose. “[We wanted to] create a host of adaptable furnishings to make the most of the compact space, including custom chairs and tables designed to foldaway and hang from wooden wall pegs,” says Yabu.

Just like a traditional ryokan in Japan, “over the course of the day, the room changes as its function changes: the bed rolls up when you’re not sleeping, a table comes out at dinnertime. It’s an artistic approach that inspired us for this project.”

Petite space aside, this doesn’t mean that the details have been skimped on. Just like a luxury hotel, certain elements, like the 300-thread count Egyptian cotton sheets, 43-inch Chromecast-enabled televisions, Bluetooth Soundbar and rain showers have all been retained.

But if a next-gen traveller isn’t too hung up about the spaciousness of a hotel room, what do they really care about then?

“Hospitality now goes beyond offering guests a warm welcome—it’s an opportunity to invite people into an experience that remains with them after their stay is over,” says Shawn Sullivan, partner at Rockwell Group. The design firm, known for their work in hotels worldwide, were responsible for the hotel’s restaurants and bar spaces managed by Tao Group (of Marquee and Lavo fame).

“Moxy is a brand designed for travellers who want a hotel to be a fun and coherent experience, not a sequence of formalized rituals. This allowed us to explore a wide variety of amenities. The spaces range from a takeaway shop to a restaurant, and rooftop lounge, each one differentiated by its design concept and menu.”

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The pride and joy of Moxy Times Square is undoubtedly the Magic Hour Rooftop Bar & Lounge on the 18th floor, which claims to be New York’s largest indoor/outdoor bar. Just like embarking on an adventure, guests enter a secret wrought-iron gate entrance via an alleyway on Seventh Avenue, then pass by a small stage door at the ticketing area before taking an exclusive elevator to the top.

Once the lift doors open, you’re greeted by topiary animals in suggestive poses and a variety of funhouse mirrors. It’s a carnival come to life, and the 10,000 sqft space even boasts an antique carousel and has a miniature putt-putt course (cheekily named Foreplay). Let’s also not forget the breathtaking views of the city and the Empire State Building as well.

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“Our F&B spaces are very theatrical,” explains Hochberg. “They are almost like an adult amusement park.”

“Travellers’ needs are rapidly evolving, and the hotel industry is still playing catch-up. With Moxy Times Square, we wanted to create something that fulfills their desires—that, after all, is what really defines hospitality today, more than gratuitous services or frivolous amenities. Today’s travellers don’t need a newspaper at their door, or a mint on their pillow, and they don’t want staffers fawning all over them. They want to be independent and self-sufficient—and also engaged by unique experiences that create a sense of place.”