A FIRST LOOK INSIDE IAN SCHRAGER'S LATEST NEW YORK edition hotel

Times Square maybe somewhere you've previously avoided rather than gravitated towards on a trip to NYC, but now there's a good reason to go.

The Times Square Edition opens today to a limited guest list, ahead of its official launch on 12 March.

The first chic luxury hotel with a Michelin-starred chef to grace the neighbourhood,the Times Square Edition is accessed through a long ivory hall with venetian plastered walls and ceiling, where you're greeted by a floating custom green mirrored stainless sphere inspired by Anish Kapoor and the colours of Jeff Koons.

Step into the Lobby and Lobby Bar and its instant calm, as this series of refined black and white spaces are are juxtaposed against the energy, vibrancy and chaos of Times Square outside.

The restaurants are led by chef, John Fraser, who takes his influence from classical French, Asian, and Latin fare. Choose fine dining in 701 West or for a more casual affair there's the Terrace Restaurant and Outdoor Gardens, wherehouse-made pastas and a selection of the best steaks and chops are among the offerings.

In the rooms and suites it's all soothing and serene, with white washed oak herringbone floors, ivory leather upholstery and huge sprawl-out beds.

As a nod to Schrager's past, artwork includes a collection of photography by Trunk Archives and Getty Images of Andy Warhol Factory images by photographers Jerry Schatzberg, Fred McDarrah, Nat Finkelstein and David McCabe.

There's a new style Cabaret theatre, The Paradise Cub, with theatrical performances by House of Yes, along with some rather eye-catching billboard art.

Throughout the decades, Times Square has seen myriad changes. By World War I, it was the centre of culture, nightlife and entertainment but from the 60’s onward, the area was associated with porn, prostitution and crime. The 80's saw the start of a turnaround, with big hits on nearby Broadway and a clean up campaign, which turned it into a tourist mecca. The Times Square Edition may just be the start of a whole new era..