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During our interview with André, the renowned hotelier talked about how he likes to give each of his hotels its own personality, a reflection of himself. Well, as the hotel continues its soft opening, it has gotten another personal touch, namely the above video by Marco Brambilla installed in the elevators. If you can’t already tell, it’s a trip from hell to heaven in concert with the elevator’s ascent up the Standard New York’s 20 stories. Which begs the question: If you’re staying on the lower floors, are you trapped in purgatory?