Turning the corner onto W. 30th Street from Broadway, Virgin Hotels New York makes a dramatic appearance. Among NoMad’s tightly crammed hustle and bustle, the sidewalk expands and a wide red carpet appears with Virgin’s signature red neon signage above the entrance to a 39-story modern glass tower with a double-height lobby.
Part of Sir Richard Branson’s foray into hospitality, Virgin Hotels debuted in Chicago in 2015 with a cheeky ethos featuring ‘chamber’ room designs, which have flexible space for sleeping and living, plus minibars with street value pricing. There’s also an emphasis on social spaces for gathering and interior design that reflects each location. Virgin Hotels New York debuted in 2023. Here, Big Apple style is filtered through a sprawling social space on the third and fourth floors with a stylish indoor-outdoor cocktail bar, restaurant and pool club. It’s also home to an outpost of Exhale Spa with signature treatments, barre and yoga classes and a spacious fitness center.
There are 460 suites and ‘chambers’. The ‘chamber’ rooms have sliding doors, which separate the sleeping and living area, as well as lounge beds with moveable headboards and are available in one king and two double bed layouts. The design is modern with a Scandi appeal in a neutral color palette featuring blonde wood, tufted upholstered head boards, soft throw blankets and black veined marble side tables, plus bathrooms in creamy porcelain.
On the third floor, Everdene encompasses a sit-down restaurant with a plush dining room and a buzzy bar. It’s not unusual for a live DJ to be spinning near the bar and a crowd of both locals and hotel guests congregating. Service is friendly, professional and capable.
Time Out tip: Check out the subterranean Exhale Spa for its leading-edge facial, massage and body treatments, as well as sauna, hammam, snow room and halo-therapy salt room.
Address: 1227 Broadway, New York, NY 10001
Price: From approximately $500 per night.
Closest transport: 34th Street subway, 6 minute walk