W Magazine

December 2008

“Hotellier Alex Calderwood…is unfazed by the prospect of opening a branch of his hipster Ace Hotel chain on a less-than-fashionable corner of Manhattan: the intersection of West 29th Street and Broadway.”

“’The design captures the industrial heritage of Manhattan, the grittiness,’ he says.”

“Ultimately the Ace is betting that its downtown dream team can transcend a démodé enclave. ‘To us, it’s like we can be pioneers right in the middle of Manhattan,’ says Friedman. ‘[But] I don’t want the area to become more chichi. God forbid it becomes like the Meatpacking District.”

“With a novel concept and hipster cachet, hotelier Alex Calderwood brings Seattle cool to midtown Manhattan.”