An Art-Inspired Hotel—Featuring an Amazing Rooftop—Launches in Brooklyn

The Dinogo Perspective

In spring 2023, the Sydell Group (famous for brands like NoMad, Line, and Freehand) unveiled Penny Williamsburg, a unique blend of hotel and graduate student housing near Bard College. The apartment-style rooms, designed by the New York City firm Stonehill Taylor—known for their work on the TWA Hotel, Ace Hotel Brooklyn, and other notable projects—are both stylish and cozy. Each room boasts features like exposed concrete ceilings, hardwood floors, farmhouse sinks, and inviting settees and armchairs. The property is adorned with greenery designed by Brooklyn's Verdant landscape studio. Named after Penny, the pet chihuahua of Sydell’s CEO Andrew Zobler, the hotel is compact yet brimming with character.

Who’s it ideal for?

Urban adventurers seeking to immerse themselves in the vibrant Brooklyn scene without being overwhelmed.

The Venue

Penny Williamsburg is just a five-minute stroll from the L and G subway lines at Lorimer Street, or the L line at Bedford Avenue, offering quick access to Manhattan in just minutes (around 10 minutes to 14th Street). Bicycles are also available for guests to use.

While Williamsburg is one of the busiest and most sought-after neighborhoods for visitors in New York City's largest borough, Penny Williamsburg strikes a balance between being part of the action and enjoying a sense of tranquility. Located on a peaceful side street, the hotel is a short walk from some outstanding bars and restaurants that have made Williamsburg a must-visit culinary hotspot: The Four Horsemen (featuring natural wines and small plates), Llama Inn (Peruvian cuisine), Fette Sau (dry-rub Texas barbecue), and Bonnie’s (Cantonese American dishes).

The Accommodations

Penny Williamsburg features 118 guest rooms, ranging from a compact 200-square-foot Queen to a spacious 700-square-foot loft-style Majesty suite, complete with living and dining areas, a soaking tub, private terrace, and kitchen. While the Queen is the smallest option, guests can opt for a Niche Queen (220 square feet), a Sleeper Queen (240 square feet, with a fold-out lounge chair), or a Supreme Queen (250 square feet, offering a lounge area). Regardless of size, all rooms exude a sense of openness and light, thanks to high ceilings, large windows, and strategically placed mirrors.

All rooms share several quality features: Queen beds adorned with Bellino linens, hypoallergenic and crafted in southern Italy, curated books from the renowned Strand bookstore in New York, glass-enclosed walk-in showers, potted plants, and kitchenettes equipped with a sink, mini fridge, and a pour-over kettle for brewing Devoción coffee (sourced from Colombia and roasted in Brooklyn) along with various tea selections.

Importantly, the hotel showcases unique artwork from local nonprofits, LAND Gallery and Pure Vision, which support artists with developmental disabilities by providing resources, studio space, and representation. For every hotel stay, $1 is donated to these organizations.

Culinary Offerings

While the area around the restaurant is rich with excellent dining options, ElNico, the hotel's rooftop bar and restaurant, is definitely worth a visit. During my evening in June, the venue buzzed with about 90 percent of its tables filled, primarily with local patrons—a strong sign of its appeal at 6 p.m. Outside, guests can enjoy sweeping views of the Williamsburg and Manhattan skylines, with cozy couches and elevated tables. Inside, the ambiance is almost equally stunning, highlighted by floor-to-ceiling windows, vibrant shag rugs, dark wooden furnishings, and abundant greenery. One might describe it as a "plant-filled loft of a cool Brooklyn friend," reminiscent of Frida Kahlo's garden at Casa Azul in Mexico City.

The menu, crafted by chef Fernanda Serrano, offers a playful and creative take on traditional Mexican fare. Originally from Mexico City and having honed her skills in renowned kitchens like Pujol and Cosme, Serrano presents dishes that are both inventive and visually appealing. Highlights include a vegan pink mole featuring beet, tahini, fennel, kumquat, and pine nuts; a tlayuda topped with tzatziki, pomegranate, sumac, and assorted veggies; and fried oyster tacos accompanied by a cucumber mignonette. For shareable mains, the pulpo pibil—featuring fried octopus with garlic sauce, salsa, potato chips, and homemade tortillas—is a must-try.

The bar program stands out with its excellence. Managed by Leo Robitschek, formerly of NoMad and Eleven Madison Park, the cocktail selection emphasizes agave-based spirits, seasonal flavors, and ingredients sourced from Latin America. To make things easier, the menu is organized into four categories: classics (featuring drinks like a rhubarb margarita), fresh (highlighting seasonal produce), preserved (focusing on pickling, jamming, infusions, and shrubs), and nonalcoholic (including a refreshing agua fresca).

Staff and Service

The staff is warm, humorous, and eager to share recommendations for local activities while also being open to feedback on how they can enhance your experience.

Accessibility

The rooms and bathrooms are designed for wheelchair access, and the centrally located elevators are spacious, operating smoothly and regularly. The check-in area resembles more of a hallway than a traditional lobby, which can lead to a bit of crowding; however, the staff is prompt, attentive, and skilled at managing guests efficiently. ADA-compliant rooms are available in all categories, and the suite is also accessible.

Going the Extra Mile

At Penny Williamsburg, pets aren’t just allowed—they’re celebrated. They stay for free, and you can request dog bowls and beds. (Please note: There’s a maximum of two pets weighing under 75 pounds each.) Plus, the hotel’s digital minibar, Penny Mart, offers Bac’n Nutty Treats for your furry friends around the clock.