Brutal Boro

28 : 07 : 2015 The Boro Hotel : Grzywinski+Pons : Brutalist Feminine

Queens, New York City – Architects Grzywinski+Pons have designed the new Boro hotel, with an interior and exterior that embrace the structure’s industrial aesthetics, but with a luxury twist.

  • The Boro hotel features 108 rooms and is situated in the evolving Dutch Kills neighbourhood of Queens
  • Grzywinski+Pons worked with the existing structure, adding warm finishes and textures
The Boro Hotel designed by Grzywinski+Pons, New York The Boro Hotel designed by Grzywinski+Pons, New York
The Boro Hotel designed by Grzywinski+Pons, New York The Boro Hotel designed by Grzywinski+Pons, New York
The Boro Hotel designed by Grzywinski+Pons, New York The Boro Hotel designed by Grzywinski+Pons, New York
The Boro Hotel designed by Grzywinski+Pons, New York The Boro Hotel designed by Grzywinski+Pons, New York

The designers embraced the structure’s existing concrete and cinder blocks, but gave them warm, rich finishes. The brutalist elements of the building were then complemented with oak flooring, painted pallet wood, leather and cork.

A bespoke range of furnishings was also created to give the interiors a high-end, boutique feel. ‘We approached the programme almost as though we were converting a disused industrial space to a new use,’ says Grzywinski+Pons. ‘In both the public spaces and the guest rooms we embraced the rawness of the project’s bones.’

The Big Picture: The delicate use of exposed concrete and industrial features in the hotel is another example of an emerging luxury design aesthetic we call Brutalist Feminine. Read more about it in our Design Direction section. 

Discover More Daily Signals
SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

Daily Signals

SXSW 2026: Why boring brands are borrowing from entertainment to break the internet

On day two of SXSW 2026 speakers challenged a long-held assumption in marketing: that so-called ‘boring’ categories must produce dull advertising.
Global Events : SXSW : Advertising & Branding
Why WhatsApp is launching pre-teen accounts

Daily Signals

Why WhatsApp is launching pre-teen accounts

Instant messaging service WhatsApp is expanding its user base by introducing pre-teen accounts, lowering access to include users aged under 13 for ...
Social Media : Parental Control : Online Safety
Stat: How to appeal to each generation through visual design

Daily Signals

Stat: How to appeal to each generation through visual design

New research from Adobe reveals a widening generational divide in how UK consumers perceive design, with younger audiences placing significantly gr...
Design : Branding : Marketing
Creators, community and culture take centre stage at SXSW Austin 2026

Daily Signals

Creators, community and culture take centre stage at SXSW Austin 2026

A central question echoed across discussions on the first day of SXSW 2026: how can brands tap into culture in a way that feels genuinely relevant?
Global Events : SXSW : Marketing
How Tipping Point East is redefining circular construction in London

Daily Signals

How Tipping Point East is redefining circular construction in London

A new hub in east London aims to rethink how cities build by embedding material re-use directly into the construction supply chain.
Construction : Sustainability : Future Spaces
Stat: The enshittification of TikTok is creating a widening trust gap with Gen Z

Daily Signals

Stat: The enshittification of TikTok is creating a widening trust gap with Gen Z

Global – Growing scepticism is beginning to reshape how Gen Z engage with the social media platform TikTok.
Social Media : Advertising : Statistic
Pinterest reveals how parents are designing tech-free childhoods

Daily Signals

Pinterest reveals how parents are designing tech-free childhoods

Parents are increasingly seeking ways to raise children away from screens, according to a new parenting trends report from Pinterest.
Parenting : Technology : Childhood
M&S turns compliments into a marketing strategy

Daily Signals

M&S turns compliments into a marketing strategy

Retailer Marks & Spencer is building its positioning around positivity and everyday affirmation with a new campaign encouraging shoppers to sha...
Marketing : Celebrity Endorsements : Retail
Stat: China’s record travel surge signals opportunity for outdoor brands

Daily Signals

Stat: China’s record travel surge signals opportunity for outdoor brands

China’s 2026 Spring Festival generated record-breaking travel and spending, underscoring the scale of domestic mobility and the country’s growing a...
China : Travel : Statistic
Iga Węglińska explores the power of sensory restraint

Daily Signals

Iga Węglińska explores the power of sensory restraint

Designer Iga Węglińska’s Perfect Sense explores how design can recalibrate human perception. The project comprises a series of six masks that inves...
Design : Transhumanism : Senses
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN