Stocked With Artifacts and Fueled by Nostalgia, the New TWA Hotel Finally Opens Today

Will the value of a long-vanished airline be enough to fill these faraway rooms?

In the TWA Hotel's plush lobby, 1962 never quite ended. Photo: Max Touhey; All photos courtesy of TWA Hotel

When he was a boy, Tyler Morse would sometimes get to go along with his father, an oil executive at Atlantic Richfield, on business trips. When the pair flew Trans-World Airlines into John F. Kennedy Airport in New York, they would meander through TWA’s cavernous Flight Center, a soaring, exultant expanse of sculpted concrete that architect Eero Saarinen had built in 1962 as a paean to the jet age. On the upper level of the terminal, perched high above the crush of passengers and acres of red carpeting, father and son would stop into the cocktail lounge.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.