In 1984, Morgans Hotel Group developed its first property, Morgans on Madison Avenue in New York City. An instant hit, the hotel revolutionized the hospitality industry with the introduction of the “Boutique Hotel” concept, characterized by personalized service and home-away-from-home ambiance in a setting of timeless elegance. This boutique concept was again showcased with great success at New York’s Royalton, in 2007, when the first property designed by Philippe Starck was re-imagined by Roman and Williams. Forty Four, Royalton’s new sophisticated cocktail lounge, features pre and post prohibition beverages conceived by a global all-star team of bartenders known as “The Cocktail Collective.”