Frankly, we can’t get enough Hotel Le Bleu, probably because it’s a hotel in Gowanus and it’s the first one that isn’t a Holiday Inn or a Comfort Inn. It actually aspires to be, like, a cool boutique hotel. Now, if you know Fourth Avenue, you know that it’s sandwiched between a big taxi depot and a kidney dialysis center sort of in front of a Pep Boys and a Staples. Hey, it’s Fourth Avenue. That is what makes the renditions and verbiage on the Le Bleu website riveting.

We were pretty shocked to find that room rates go as high as $402 for an “Elite King Room with View,” although the discounted rates are lower. Still, there wasn’t much we could spot for less than $290 a night, which says something about the cost of hotels in New York City. You can check out Newyorkology’s post about it here.

As for the descriptions of the hotel, well, they’re flowery. We’ve got “Breathtaking design that oozes sophistication…the stunning, modern lobby with its thoughtful nooks and privates niches is the ideal spot for discreet business tete-a-tete or entertaining associates.”

Then there’s “Not just a hotel, a haven. Of style, elegance and fine living. Welcome to a whole new world of uber chic glamour and luxurious living.”

Uber chic glamor on Fourth Avenue. The world is changing. Rapidly.