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“It’s not the most beautiful location in New York,” says interior designer David Collins of The London NYC, a new hotel on 54th Street and Sixth Avenue, “but it’s handy.” That’s certainly the case this week as dozens of buyers, retailers and editors from around the globe descend upon Manhattan looking for a place to lay their weary heads (not to mention stiletto-shod feet).

Collins created two palettes for the more than 500 guest rooms — one combination is a soothing silver and blue; the other, gold and rich jewel tones. “I wanted it to be stylish, not designed,” Collins says. To that end, the subtly elegant suites will also feature white-on-white Waterworks bathrooms and open plan closets consisting of what is essentially a well-made rolling rack. The fashion crowd should feel right at home.

To ensure guests from all walks of life feel comfortable, The London, an LXR Luxury Resort, has employed concierge service Quintessentially to attend to every need. Standard courtesies such as reserving tables at top restaurants and securing the hottest Broadway tickets are part of the deal, but according to founder and marketing director Ben Elliott, Quintessentially is also able to score fashion show and after-party tickets this week for inquiring clients. “We’ve always had very good relationships with individual designers,” boasts Elliott, who started the company five years ago.

That said, only a portion of the suites at The London NYC, formerly the Rihga Royal, were completed at press time. The remainder will be finished by October when famed British chef Gordon Ramsay will open his restaurant in the hotel, aptly called Gordon Ramsay at The London. Call it fashionably late.

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