Is it a Social Hub or a Hotel? The New Virgin Hotels New York Strives for Both

The Dinogo Perspective

Richard Branson’s uniquely vibrant vision for urban hotels made its debut in New York City in February 2023, adding yet another option to the bustling NoMad area, already home to The Ned, Ritz-Carlton, and the original Ace Hotel.

What distinguishes the Virgin Hotels New York is its signature Virgin flair, which has defined the brand since its roots as a rebellious record label in the 1970s: attitude. With a playful and edgy design, the hotel boasts bold red accents, expansive windows, and a large bar-restaurant featuring a spacious outdoor patio, plus DJs or live music nearly every evening. You'll notice Branson’s whimsical touch throughout, including a fun “Where’s Richard?” mural (inspired by Where’s Waldo) in the lobby, a sculpture crafted from recycled soda cans, and quirky bathroom signs labeled “unisexy” with line-drawn caricatures of individuals eagerly awaiting their turn.

Who’s it for?

Solo travelers and couples who appreciate a stylish stay. Virgin Hotels New York is perfect for those seeking convenient access to Manhattan’s key attractions and neighborhoods without the hassle of crowded tourist traps, or for guests looking for a chic venue to socialize.

The location

Virgin’s sleek 39-story building on 29th Street in Manhattan’s NoMad area (named for its position north of Madison Square Park) offers proximity to everything without the overwhelming tourist vibe of Times Square. However, the theater district is just a short walk away, along with the shopping at Herald Square and the dining and nightlife in Chelsea and Union Square. At night, NoMad is relatively quiet, primarily consisting of hotels and businesses, so if you're looking for activities outside of the Virgin’s bar-restaurant, you might need to explore a different neighborhood. The good news is that getting around is simple, thanks to several nearby subway stations.

The accommodations

The hotel features 460 "chambers" (as the rooms are known here) that are ingeniously designed, varying in size from 277 to 770 square feet. For instance, in a cozy standard chamber, a rolling barn-style door separates the sleeping area from the entry, which also serves as the vanity-and-sink space, while the bed’s headboard extends a few feet beyond the mattress, morphing into a couch. The one-bedroom suites offer a little more room with an additional living area. The luxurious two-floor, two-bedroom penthouses, the Sunset Penthouse Suite and Sir Richard’s Flat, come with private elevators; Sir Richard’s Flat boasts a pool table and expansive windows. Brightness fills this hotel—most rooms have large windows providing stunning views of the city or the Empire State Building.

Culinary Offerings

The Everdene bar-restaurant serves as the hub of activity, designed to attract not only hotel guests but also locals looking for a vibrant night out with smooth DJs and a monthly concert series. This vibrant venue, draped in crimson, occupies the entire third floor and functions as a breakfast locale, after-work drinks spot, lively nightlife center, and dining area. The menu highlights elevated bistro fare (imagine seared scallops, kale-and-cabbage salad, and a $25 burger), but a standout feature of Everdene is its spacious outdoor area, furnished with couches ideal for enjoying cocktails like Rosé Punch (Sainte Marguerite rosé, Bacardi Superior rum, hibiscus) or Holy Rickey (Bombay Premier Cru gin, Chartreuse Végétal, lime, seltzer) while soaking in the city views.

Personnel and Service

The staff is lively and engaging, perfectly matching the energetic atmosphere of a night out, though they might still be fine-tuning their efficiency. For instance, the check-in and checkout process at the small podiums in the lobby was somewhat slow. Fortunately, there's a remedy: Virgin Hotels' mobile app, Lucy, facilitates contactless check-in and checkout. This app can also function as your room key, though a physical key is available if preferred (mine was a card featuring a vintage iPod-style music player with a cracked screen). Guests can also utilize the app to order room service or request items from housekeeping.

Accessibility Features

The hotel lobby is situated at street level with no steps at the entrance, and ADA-compliant rooms are available upon request.

Socializing, Virgin-style

Striving to be more than just a place for rest, Virgin Hotels New York has designed vibrant social spaces throughout the property. Guests can relax at the Pool Club, an outdoor swimming area on the fourth floor with stunning views of the Empire State Building. Naturally, it's located next to a chic cocktail bar.

Located one floor below, Everdene offers a trio of experiences: a vibrant lounge for socializing with music and events, a dining hotspot, and an expansive outdoor bar perfect for unwinding after work or exploring the city. For a more serene atmosphere or private gatherings, guests can retreat to the Shag Room, a plush, red-velvet lounge reminiscent of the ’70s, which is a signature feature of all Virgin Hotels.

Additional venues, such as the Sky Lounge (featuring its own private observation deck on the 38th floor), are also available for hosting parties. Regardless of where you choose to relax, you'll encounter an impressive art collection of over 100 pieces scattered throughout the property, curated by local art consultancy nAscent. (Be sure to look for two vibrant works by New York collage artist Katy Hirschfield.) A spa is anticipated to open in December 2023, along with plans for a second restaurant.