On the heels of her first flagship opening in SoHo, Hillary Taymour of Collina Strada has created the 2024 festive tree installation across the New York and Times Square Edition properties.
The designer opened her first flagship on Nov. 16 at 52 Canal Street. And, in an Instagram post earlier this month, she wrote, “After four years of searching for the perfect space, I think we finally found it. I hope to be able to share a piece of the Collina world for our community to experience firsthand.”
For the hotel collaboration, Taymour created a whimsical decorative installation featuring upcycled materials to dress the classic trees within the luxury hotel lobbies. Known for sustainable initiatives and creative showcases, Collina Strada’s ethos has blended organically with both Edition properties, where she has hosted intimate dinners, celebrations, and book signings over the years, which led to this collaboration.
They unveiled the New York Edition tree this morning, and will reveal a similar tree with slight color variation at the Times Square Edition this evening.
Taymour with the holiday tree at the New York Edition.
Lexi Lambros, courtesy of New York Edition. LAMBROS
The holiday display features a tutu tying into the seasonal ballet productions in lieu of the traditional tree skirt. The branches are created from repurposed and upcycled fabrics from the most recent Collina Strada shows. The decor appears, from a distance, as delicate fabric ruffles.
“The Edition festive tree, symbolic of this time of year tied to love, chosen family and hope, dressed in repurposed materials crafted by my team has been a whimsical creation,” said Taymour, founder and creative director of Collina Strada. “This project has been an imaginative opportunity to approach and engage elevated sustainability and an organic development given our history working with the New York Edition properties.”
The tree is crowned with a tree topper crafted from recycled pieces of jewelry, adding an elegant touch to the installation.
As is tradition for the hotels, the New York and Times Square Edition will offer an exclusive festive cocktail, the “Festive in the City,” a holiday twist on the classic Cosmopolitan with a touch of cinnamon cloves at their respective Lobby Bars, with a portion of the proceeds donated to a charity of choice by the design partner. For the 2024 season, Taymour has chosen Ali Forney Center as a partner, a nonprofit that provides housing to LGBTQiA+ youth.
“With the holiday season providing a difficult time for those who struggle, all teams have determined the Ali Forney Center as an ideal partner,” said Taymour. “With the climate of the world in such a complex state, we want to ensure that the queer youth community is provided with the care they need and deserve.”
In addition, the New York Edition will host an exclusive launch event at the hotel’s Lobby Bar on Dec. 10, unveiling the holiday tree at 5 Madison Avenue.
Taymour founded her brand in 2008, with a commitment to sustainability, inclusivity and self-expression. The New York-based fashion brand and platform for social change is known for its playful and eclectic designs that challenge conventions in the industry.
