The Marlton has a very fabled backstory. Favored by Jack Kerouac and Neal Cassady, and steeped in the occasionally rocky, always unconventional history of Greenwich Village, the hotel hit refresh in 2013. Hotelier, Sean MacPherson, entrusted Watson to develop an original brand concept for a hotel he likened to the sort found in F. Scott Fitzgerald’s “Tender is the Night.” Today the Watson-created a timeless brand to evoke the building's storied past and dramatic appeal.