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New Upper West Side Hotel Will Channel Roaring '20s, Owners Say

By Emily Frost | December 21, 2012 8:22pm

UPPER WEST SIDE — A new hotel on the Upper West Side will channel the Roaring '20s, the owners announced this week.

NYLO New York City, which will replace 12-year-old boutique hotel On The Ave at 2178 Broadway at 77th Street, will offer "a contemporary take on the era of the Roaring 20s, Prohibition, Jazz and Bohemian lifestyle," the Texas-based NYLO Hotels said.

NYLO will refurbish the building's 298 rooms while adding a third "destination restaurant" to join Serafina and Geisha Table Restaurant, which will remain open, a spokeswoman said.

NYLO Hotels CEO Michael Mueller said the company, which runs three hotels in Texas and one in Rhode Island, had been waiting to make its debut in New York City and favored the largely residential neighborhood.

"The Upper West Side is an ideal location for our unique, design-oriented lifestyle brand," Mueller said. "It’s also an area that’s been largely skipped over in recent hotel building cycles."

On the Ave will stay open during renovations, with the new hotel launching in the third quarter of 2013, NYLO Hotels said.

On the Ave did not immediately respond to request for comment.