W Union Square Welcomes a New Landmark Bar
You may have loved it when it was The Whiskey, the first bar from the powerhouse Gerber Group, or you may have loved it as Underbar, its most recent incarnation, but from today onward, you’re going to love it as Lilium, the company’s 25thvenue worldwide, and a fresh reinterpretation of its original property, in honor of its 20thanniversary.
Located beneath the W Union Square, Lilium’s been warming up for the past week with private events and previews for friends like the Black Keys, who celebrated their record release there, and is now open to the public after a six-month redesign. “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.”
Who they are these days, if the bar is any indication, is a bunch of rock and rollers all grown up, with raw steel cascading from the twisted metal ceiling and curvy wood bars accented with structured geometric paneling, elegant gold accents, and a video installation work by up-and-coming artists. Designed by Gulla Jonsdottir of G+Design, the 1,600 square foot space will continue that blend of influences by serving traditional cocktails and small-batch spirits to a soundtrack of live DJs playing rock, soul, and blues, night after night. “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,” says Gerber.