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For nearly a century, Rockefeller Center has been the place where New Yorkers ice skate, catch the Rockettes, admire the Christmas tree, take in skyline views from Top of the Rock and spend way too much money shopping. One thing it's never offered? A place to actually spend the night.
That's finally changing.
The Nell New York, a 134-room luxury hotel, is set to open inside Rockefeller Center in fall 2027, becoming the first and only hotel ever located within the iconic Midtown complex. The project, backed by more than $350 million in investment, will turn former office space at 10 Rockefeller Plaza into what its owners describe as an intimate luxury retreat overlooking one of the world's most recognizable landmarks.
The hotel is also the debut of Nell Hotels, a new luxury brand from Aspen Hospitality built around the legacy of the mountain town’s famed The Little Nell. While the Aspen property has cultivated a devoted following among skiers and luxury travelers for decades, New York will be the brand's first expansion beyond Colorado.
Perhaps even more notably for luxury travelers, The Nell New York will become New York City's only hotel affiliated with Relais & Châteaux, a prestigious collection of independently owned luxury hotels and restaurants that are known for their local character and exceptional hospitality.
Guests won't check in at street level, either. Instead, arrivals will take place on the building's seventh floor, creating what the developers say will be a quieter, more secluded experience above Midtown’s bustle.
Amenities are expected to include an all-day restaurant, lobby bar, spa, wine lounge inspired by The Little Nell's acclaimed wine program and a fine-dining restaurant on the 17th floor with views over Rockefeller Center. The interiors will draw inspiration from the Art Deco architecture that made the complex famous, with an extensive art collection displayed throughout the property.
"Nell Hotels builds on what The Little Nell has always been about—something personal, something you come back to that feels familiar every time," Aspen Hospitality CEO Jeff Toscano said in a statement. "Our intention is not to be everywhere but to be exactly where our guests are."
Rockefeller Center's operators see the hotel as the final piece of a destination that's evolved well beyond office towers. "Built nearly a century ago as a city within a city, Rockefeller Center has long offered a singular destination experience," said EB Kelly, head of Rockefeller Center at Tishman Speyer. "With the arrival of The Nell New York, that experience is now complete: guests can dine, shop, explore and stay, all within Rockefeller Center."
The launch comes alongside another major change for the brand: The Little Nell in Aspen will temporarily close in April 2027 for a comprehensive renovation before reopening for the 2027-28 ski season. But in New York, all eyes will be on what may become one of the city's most coveted hotel addresses—because if you've ever wanted to wake up inside Rockefeller Center instead of racing through it on your morning commute, your chance is finally coming.