Notes from the Front Row: NEWH TopID Chicago from the Sears Tower
From the 67th floor of the Willis Tower (still fondly called the Sears Tower), the skyline lit up at sunset while three firms were honored with NEWH Chicago’s TopID awards: Gettys Group, DLR, and PYR
It was my first time inside the tower. And as one of my all-time favorite Chicago movies is Ferris Bueller’s Day Off, I couldn’t help but feel like Abe Froman, the Sausage King of Chicago, with a front-row seat to hear about some pretty incredible projects.
It was one of those moments that reminded me why I love this industry — projects that span from Naples to Times Square to Park Avenue, but all tied together by design that balances imagination with practicality.
FWIW - I do feel like a little bit of a celebrity every time I go to Chicago - it’s cool having an Expressway named after me.
DLR Group: AC Naples
Rebecca Buchmeier and Hannah Koch shared the story of creating the first U.S. version of an AC “Resort” or “Retreat,” a project that challenged both the brand and the design team.
They convinced Marriott to embrace green as a neutral, a bold departure from AC’s typical palette.
They coordinated with a millworker in Bulgaria to deliver intricate wood ceilings and cypress-inspired details that run from lobby to rooftop bar.
Fun fact: after I interviewed Marriott’s Rado Ivanov, who’s from Bulgaria, Defining Hospitality briefly hit #1 in Bulgaria. I still owe his mom a thank you for listening!
The result? A property that feels true to the AC brand while also rooted in Naples - proof that even branded projects can carry a strong local narrative.
Gettys Group: Hilton Times Square
Chris McDonough and Matt Swope walked us through Gettys’ Hilton Times Square transformation, a space that needed to be both durable and theatrical.
They repositioned the hotel’s public areas as “a place in the clouds” above the chaos of Times Square, layering in Art Deco nods, lighting drama, and finishes tough enough for Manhattan’s guest behavior.
It was also a nice full-circle moment — Chris has been a guest on Defining Hospitality, and it was energizing to see his team’s work celebrated from the stage.
Pierre-Yves Rochon: Waldorf Astoria New York
Amy Jakubowski (also a past Defining Hospitality guest) presented PYR’s painstaking restoration of the Waldorf Astoria, where 1,400 rooms were reimagined as 375 guest rooms, suites, and branded residences.
The level of detail here is hard to overstate:
Murals in the Silver Corridor were brought back to their original vibrancy.
Artisans recreated moldings on-site in a dedicated workshop.
The iconic Park Avenue clock was restored, anchoring the hotel’s reborn Peacock Alley.
And here’s where my personal note comes in: Chantell Walsh, from Strategic Hotels, recently gave me a behind-the-scenes tour of the Waldorf. To call it stunning would be an understatement. Seeing the craft, care, and reverence that PYR brought to the project in person made Amy’s presentation all the more powerful. The Waldorf doesn’t just bridge past and present — it proves that restoration can be a form of innovation.
Beyond the Projects
A quick shout-out to Tabitha Luciano, who moderated with poise and energy. Having done it myself last year, I know how deceptively hard it is to keep a panel on track while letting the magic unfold. She made it look easy.
Closing Thought
Whether it was convincing Marriott that green could be a neutral, finding joy in the chaos of Times Square, or restoring a landmark so lovingly that it feels brand new - these NEWH Chicago TopID projects showed that great design isn’t about choosing between artistry and pragmatism. It’s about delivering both.
And as Ferris reminded us: life moves pretty fast. If you don’t stop and look around at what these designers are creating, you might just miss it.
