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Discos? Been there. Prison? Done that. Phillipe Starck-designed hotels? What d'ya think this is, a W? Studio 54 co-founder Ian Schrager says he wants to change the way people live and introduce a revolutionary new concept in urban living. Again. Only this time, there s a whole philosophy behind it, rather than bags of 'ludes in the safe and cash stuffed in the ceiling. The website for his latest venture declares:

As old institutions fade and social structures crumble, nationality and class are being replaced by lifestyle.
People find their place in the world through intelligence and taste, not merely wealth. It is all about connecting an international tribe of sophisticated modern people with a world whose resonant frequency was precisely the same as their own. There are tribes of taste today and they recognize each other by their sensibility and style. Lifestyle is the way a person distinguishes himself or herself. It is the artistry of living.

Ian Schrager began his career helping people have fun, then moved on to making them happy away from home. The success of his hotels came from his determination to push the envelope. The hotels were hailed as art and as theater, and they do deliver an entertaining and transformative experience, but they also provide what great hotels provide, an oasis of serenity. Schrager's hotels give you everything you wanted in a hotel plus what you never knew a hotel could provide, an attitude, an experience. They were more than a place to sleep, they were a place to dream...to feel...to be a part of something special. The same kind of transformation awaits apartment living. Why not live in a home that is reflective of your lifestyle. In a place that tells the world who you are and can transform you into who you want to be.

Okay. Cool. So where's the VIP room?—MG [50 Gramercy Park North]