One of the neighborhood's first boutique hotels, this spot half a block from the din of Times Square tempers trendiness with a touch of humor. A ridiculously futuristic glass elevator transports guests to the second-floor lobby, and in the adjoining bar nature videos lighten up the low-slung, serious, gray-scale furnishings. The smallish guest rooms, each themed to one of the primary colors—red, yellow, or blue—have mood lighting that creates a unique, if slightly contrived, hotel experience. Whatever your primary color, they have Gilchrist & Soames bath products and modern, if not especially comfortable, beds and couches. In the trendy lounge, local DJs spin a fresh selection of music.