Lilium Opening Marks Company’s 25th Venue Worldwide


NEW YORK (Dec. 6, 2011) – This month, Gerber Group – known as the most influential nightlife proprietor in the world – will introduce a fresh reinterpretation of its original property, The Whiskey, in honor of its 20th anniversary.

Located beneath the W Union Square (201 Park Ave. South; at 17th Street), Lilium will open for select private events and previews starting Dec. 5. It opens to the public Dec. 12. The space previously housed Gerber Group’s Underbar, which was closed in June 2011 in order to make upgrades to the property and allow for a complete design overhaul.

“Underbar had an incredible run, but we saw a unique opportunity to re-conceptualize a remarkable property,” said Scott Gerber, Principal of Gerber Group. “As our brands continue to evolve, we want to make sure each endeavor uniquely represents who we are. Lilium incorporates the vintage rock ‘n’ roll influences of our original property, The Whiskey at the Paramount Hotel, that our guests have always celebrated, updated with a modern edge that they’ve grown to expect.”

Lilium’s seductive, subterranean vibe represents the dark, mysterious feel of downtown New York. Designed by Gulla Jonsdottir of G+Design, and inspired by the intricate look of a cave of wild lilies, key features of the newly redesigned 1,600 sq. ft. interior include a twisted metal ceiling that cascades down the walls and complements the sculptural black steel lilies, created by renowned metal artist Scot Brown. Contoured wood and gold-tone accents enrich the raw elements to evoke a dark feminine energy and brooding intimacy.

Gerber Group will pay homage to The Whiskey’s rock ‘n’ roll spirit nightly with hand-picked DJs playing a variety of classic- and indie-rock music, peppered with soul and blues. Lilium will offer a menu of traditional cocktails and a bar featuring boutique, small-batch spirits.  Small plates from renowned chef Todd English will also be available.

Throughout the winter, Lilium will be open Mon. – Sat.; 6p.m. – 4a.m.. For table reservations or to book a private event at Lilium, please call (212) 358-1560.


Gerber Group – known as the most influential nightlife proprietor in the world – encompasses 25 iconic venues internationally under such brands as The Whiskey, Whiskey Blue, Living Room and Stone Rose Lounge. Since opening its first bar, The Whiskey, at New York City’s Paramount Hotel, the extraordinary successes of the group’s brands have established them as pre-eminent tastemakers, with an uncanny ability to create cool, chic and classic bars with modern glamour. Rande Gerber founded Gerber Group in 1991, in which his brother Scott Gerber was one of the original investors. Today, Scott Gerber manages the company and its full portfolio of properties. Gerber Group is positioned to continue its significant growth in the U.S., Europe and South America as the preferred partner to Starwood Hotels & Resorts, Host Hotels & Resorts, Accor, W Hotels Worldwide, Sofitel Luxury Hotels, Strategic Hotels & Resorts, Related Companies and Noble Investment Group.


W Union Square sits in a landmark 1911 Beaux-Arts building amid a vibrant New York intersection, representing a unique division in Manhattan: the orderly, traditional, mainstream, corporate uptown and the Bohemian, counter-cultural, free thinking downtown. A gathering place for people of all walks of life from around the world, the hotel celebrates the diversity of the area, and those who come to inhabit it. Taste Mediterranean-inspired treats at Todd English’s Olives restaurant or gaze at the city and people watch with a martini in hand in the Living Room. W Union Square is the place to see and be seen, where tastemakers and locals mix and mingle, and everyone is an insider.  W Hotels is a contemporary, design-led lifestyle brand and the industry innovator with 41 hotels and retreats, including 14 W-branded residences, in the most vibrant cities and exotic destinations around the world.


CONTACT: Krisse Mansfield / Katy Schell
LFB Media Group
(646) 455-0042


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