The Asbury debuts on Jersey Shore

Stonehill & Taylor behind design of boutique beachfront hotel.

The Asbury, the first new hotel to open in Asbury Park, N.J., in 50 years, recently celebrated its official debut on the Jersey Shore. Anda Andrei, former design director for Ian Schrager and current iStar creative director, collaborated with Stonehill & Taylor on the transformation of the former Salvation Army building and Bonetti Kozerski Studio on the interior design.

The 110-key hotel channels a spontaneous seaside vacation, incorporating unexpected, whimsical design elements. Some of the more innovative accents include 49 disco balls at the hotel’s entrance, bright blue bleacher seating in the lobby rec room, and a white picket fence on the roof. On a marquee wall at the welcome desk, giant emojis share useful updates on the weather and events along with inspirational thoughts for the day.

On the ground floor, a large living room dubbed The Pit offers plush seating, board games and well-stocked bookshelves. Also located on the main floor, the Soundbooth cocktail lounge pays tribute to Asbury Park’s high-profile music connections with vinyl LPs, cassette tapes and CDs adorning a large feature wall.

The hotel’s guest rooms evoke a private beach house aura with design details that include custom-made furniture in navy and pale blue palettes, whitewashed walls, and checkerboard flooring. Guest accommodations range from traditional rooms to hostel-style bunks that can host up to eight people.

The multifunctional 4,300 sq. ft. Baronet rooftop garden serves as the setting for programming from yoga to movie screenings. Salvation, the hotel’s second rooftop venue located on the seventh floor, is a 4,000 sq. ft. cocktail lounge surrounded by greenery and accented with hundreds of lanterns and candles.

The opening of The Asbury marks the latest chapter in a multi-billion dollar redevelopment plan, led by real estate developer iStar, aimed at revitalizing a 1.25-mile oceanfront stretch of Asbury Park. The Asbury is the fourth hotel in the Salt Hotels portfolio, a boutique brand led by industry veteran David Bowd.

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