Staking its claim as New York City’s first-ever sleeper cabin hotel, Now Now is designed solely for solo travelers. So, if, like me, you’re experiencing the city for the first time, you’re getting your needs met with bare necessities (don’t worry, there’s no compromise on quality or cleanliness) in a setting that combines the coziness of European train cabins and the simplicity of a Japanese capsule hotel.
Looking beyond the rooms, Now Now NoHo fosters a sense of camaraderie and, through communal wellness classes, pop-ups with local businesses and an ‘IRL connections board’, it offers guests the opportunity to meet and mingle at their own pace. Most importantly, the hotel itself is found on one of Manhattan’s most popular locations, on the historic Bowery, so you’re always just moments from the shops, restaurants and museums that are essential for the city’s newest visitors.
Why stay at Now Now?
Now Now is the seventh hotel from experiential real estate developers Dovetail + Co, whose mission is to build design-oriented properties, with the ethos of being ‘designed for curious minds and creative spirits’. The property itself was originally built as a lodging house in 1917, and has lived several lives since then, including time as a tavern and a dry goods store.
Inside, you’re greeted by a selection of self-check-in machines and a cool, young, local concierge team. The reception is also the central hub for socializing, so it’s where you’d meet up with other visitors, should you wish to do that. Beware, there is no lift, but once you’ve dragged your bag up the stairs, you’re met with the rows and rows of pod-like rooms, in a large former warehouse setting, all with a shared ceiling (more on that in a bit) and a shared bathroom at either end of the corridors.
What are the rooms like at Now Now?
Apparently, Now Now is home to the smallest hotel rooms in NYC. Who’s verifying this? I don’t know, but it’s pretty believable. I think I got the only double bed on my floor, as the fire escape chart showed mine to be ever so slightly bigger than the average, but it still had that kind of sleeper cabin feel to it.
It’s pretty much one-size-fits-all, but with extra amenities such as women+ only floors or those with extra space for accessibility. Those willing to pay a little extra can get a 53.8 square foot Now or Never room, which features murals on the walls from local artists, or a Premium Sleeper Cabin, which has 43 square feet of space and offers guests a custom tote bag full of amenities: I got cooling under eye masks, a cube of sleeping mushroom chocolate and some very premium looking wet wipes, in addition to the standard luxury linens, a sound machine, sleep mask and Brooklinen robe. If you really feel like giving yourself a little pampering, you can rent all kinds of items from the front desk, including iPads, Game Boys, LED face masks and FUJI cameras.
The rooms themselves feel like intimate capsules, and with rates starting at $125 per night, it’s hard to argue the fairness of the price here. Each bed is tucked away in a private nook, with a bedside cabinet doubling as storage, a safe and a makeup table. I had a shared bathroom down the corridor that was rarely busy, and spacious showers and extra toothbrushes, toothpaste and razors at the ready in case anything was forgotten. The Dyson hairdryers and Grown Alchemist bath products were also a nice touch, adding a little premium feel to stop it feeling too hostel-y.
What are the best places to eat and drink nearby?
One very important rule of Now Now is no eating in the rooms. You’re sharing a ceiling, like you’re all in one big space, so you’ve got to be considerate of your neighbors and not be munching on noisy packets of crisps or smelly foods you’ve brought in from the outside world. It’s understandable, really.
With that in mind, here are my favorite nearby spots from my two-night stay. Dark Matter Coffee is a cool local spot about five minutes away, and it serves sustainable, high-quality cups of coffee that are sure to provide that early morning zap of energy. A decent breakfast option is The Butcher’s Daughter, which is spotlighted in the virtual guidebook, but I tended to eat something while I was out exploring.
In the area for lunch? Bowery Market is your spot. The outdoor marketplace features a cluster of five food kiosks with Italian sandwiches, juices, tacos, coffee and sushi—something for all tastes. Then, if you fancy a drink in the afternoon, McSorley’s is a six-minute walk from the hotel and is a must-see for its sawdust floors, minimal menu of just two types of beer (light or dark), and its unique history as New York City's oldest continuously operated saloon.
Dinner options are really in abundance, but I’m a vegan, so I’m working with a few restrictions. My top find was Double Zero, the plant-based pizzeria that gave me an authentic New York pizzeria experience without the animal products. Feeling naughty? The Box is a late-night haunt that features nightly shows that combine music, theatre, burlesque and erotica with a celebrity clientele.
What’s the area like around Now Now?
The neighborhood itself is a big draw; not only is it incredibly walkable with decent subway connections, but it’s also kind of famous. From the legendary CBGB music venue to its featuring in the Scorsese classic Gangs of New York, the Bowery is not short on character. Now Now is plonked right on the main drag, opposite the legendary Bowery hotel, and I would be remiss if I didn’t confess I spent a good chunk of my time looking out for celebs that may walk out its doors.
I was recommended to pay a visit to William Burroughs’ former loft space, and if you’re as much of a beat generation fan as me, I can’t express how worthwhile it was. The historical loft opens up on Tuesday nights, giving punters the chance to browse books and records, have a drink, see the Burroughs bedroom, and learn about the Giorno Poetry Systems non-profit organization that runs the space.
If you’re looking for more entertainment, head to the Bowery Ballroom, which frequently hosts top-tier musicians, as does the equidistant Webster Hall. You’ve also got shopping opportunities such as the effortlessly cool Happy 99 in nearby Chinatown, legendary skate shop Supreme and the uber cool book shop Climax, all about 20 minutes max from your room. You couldn’t really be in a trendier spot.
As for public transportation, because you’re where Soho, the Lower East Side, the East Village, and the West Village converge, you’re close to the 4, 6, B, D, F, and M subway lines.
Why should you book a stay at Now Now?
Beyond the rooms and, frankly, ideal location, Now Now NoHo fosters a sense of connection and discovery, offering wellness classes, curated pop-ups with local businesses, and an ‘IRL connections board’ for guests to meet and mingle at their own pace. So if you’re looking to make friends while coming to NYC for the first time, you’re sorted.
While Now Now is pretty basic in terms of room offerings, you never feel short of amenities. Rooms were clean and felt luxurious, even if they were small in scale. The staff were friendly and welcoming. Everything was regularly cleaned and never felt like it was ‘budget’. I was a big fan of my little space; it had everything I needed and was the perfect hideaway for relaxing after a day of seeing the city.
I’d definitely recommend it for solo female travelers (particularly because of the dedicated women+ floor), and you can really do what you want with the experience of staying here. There’s no pressure to socialize with other guests, though the hotel makes it totally available to you if you wish, and you can come and go as you please.
Between my trips to Zabar’s, Rough Trade and Central Park, Now Now provided a welcome respite in an area that felt like it was buzzing with activity. I could choose to spend time immersing myself in a historic nearby location or go further afield to touristy spots with ease—and I’d always have a comfortable bed ready for when I got back. Wins all round, if you ask me.
DETAILS
Address: 338 Bowery, New York City, NY 10012
Price per night: Prices start at $125/night
Closest transport link: Bleecker Street station, where you can catch the 6 train, is just 2 blocks away. That station also connects to the Broadway Lafayette station, where you can access the B, D, F, or M trains.
Book now: via Booking.com
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