Virgin Hotels NYC is bringing a refreshed sense of luxury and design to this Broadway neighborhood
Virgin Hotels NYC is changing the way New York sees hospitality. This mixed-use development is located on a large property in a neglected area between the emerging NoMad neighborhood and Herald Square. With an elegant hotel above the multiple large retail tenants at the base of the building, the two areas will be united—dramatically enlivening Broadway.
One of the hallmarks of this project is the unique exterior design of the building. Rather than being shaped like a large box, the base of the structure is an open retail space while the hotel itself tapering into an elegant tower. The result of this design? A landmark building for the emerging lifestyle hotel brand in New York. With entrances on both 29th and 30th street, the hotel itself presents itself as a separate midblock building but still reaps the benefit of a broad full block frontage over the retail. Architecturally, subtle shifts in simple forms of the surface and expressive rationalist materiality yield a recognizable isolated tower form that is visible for some distance in several directions.
Working as the full-service architect for the building and the architect of record for the interior design, in collaboration with MARKZEFF as the interior designer of the public areas and hotel rooms, Stantec has set a bold new standard for design in the hospitality industry in New York City.
Duk Kim, Senior Principal, Architect, Global Hospitality Leader
Instagrammable moments or experiences shouldn’t be designed for—these should occur organically with good design.
Michael C. Geary, Principal, Buildings
One good cause for study, action, or improvement often carries more weight than many justifications for disregard, inaction, or acceptance.
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