A rendering of the planned hotel at Bell Works — Courtesy: Somerset Development
By Joshua Burd
Somerset Development has tapped an international hospitality brand as its operator for a planned rooftop hotel at Bell Works, the landmark mixed-use complex in Holmdel.
The developer on Thursday announced the partnership with Two Roads Hospitality, which will debut a new Destination Hotels location at the 2 million-square-foot property, the iconic former Bell Labs campus. The operator, described as a boutique and lifestyle company, will begin by debuting an extensive conference center and reception ballroom this fall.
The 186-room rooftop hotel will break ground later this summer and will occupy the sixth floor of Bell Works, featuring entertaining suites, a signature restaurant, a 13,000-square-foot rooftop bar, luxury spa and game room, Somerset said. Bell Works will also house extensive conference and event facilities with 40,000 square feet of meeting space, including an auditorium featuring a historically preserved, original design with seating for 300 guests and dedicated function spaces for both large-scale social celebrations and intimate meetings.
“Bell Works is one of the most pioneering developments of today, reinvigorating the economy and elevating the landscape of one of New Jersey’s fastest growing regions,” said Jamie Sabatier, CEO of Two Roads Hospitality, whose company has more than 85 hotels in eight countries. “The new Destination property will be an amalgamation of both historic architectural elements and modern amenities, and is designed as a central gathering place for the entire community.”
Other plans for the hotel and conference center call for a kosher kitchen and an atrium space available for public and private events, according to a news release. Design elements will also include three restored atriums located throughout the hotel, one of which will house the striking hotel lobby.
Bell Works, which sits on Crawfords Corner Road, is taking shape as a dynamic hub that will be home to thousands of daily office workers and an array of retailers, services and restaurants. Somerset is investing roughly $200 million to transform the sprawling building into a mixed-use center, which is anchored by a quarter-mile-long atrium with pedestrian traffic.
The firm announced plans for the new rooftop hotel earlier this year.
“We envisioned Bell Works as a microcosm of innovation, where the community can connect and collaborate within an epicenter of business, dining, and culture,” said Ralph Zucker, President of Somerset Development. “We are proud to have brought a former hallmark of advancement back to life, reinventing the historic Bell Labs as Bell Works.”