Richard Branson's Virgin Hotels property is open in NYC — here's a 1st look
New York City's most famed hotels, such as The Plaza and the original St. Regis, are centered around Central Park. But these days, if you want to stay in the most dynamic hotel neighborhood in Manhattan, you need to head to NoMad — a bustling neighborhood home to flower markets, views of the imposing Empire State Building and some of the most exciting hotel openings in recent years.
Another new player has entered the mix: the highly anticipated Virgin Hotels New York City.
It's currently in a soft-opening period, and TPG got an inside look at the hotel before the grand opening scheduled for the spring.
Here's what we found inside — and why we can't wait for a proper overnight stay.
Inside Virgin Hotels New York City
The massive building juts into the sky from Broadway between 29th and 30th streets (a prime location to reach most of the city's iconic tourist attractions). The new hotel is slightly set back from the street, with a modern portico welcoming guests with the iconic Virgin logo hanging overhead.
Inside the automatic sliding doors, guests are greeted by a subdued lobby with massive wooden reception desks and two large digital frames.
On the opposite wall, the large space is centered around a massive mural, "Where's Richard?" by California-based artist Nigel Sussman. The cheeky mural is a play on the "Where's Waldo?" book series, but instead of Waldo, keep your eyes out for hidden images of Richard Branson — the force behind the Virgin empire.
As a whole, the large hotel's public spaces are bright and airy. The decor features pops of color against industrial elements like exposed concrete — and of course, there are plenty of sharp reds, the brand's signature color. You can see the red on display in the lounge area, where a dramatic and dreamy curved red couch and hanging red fringe ceiling installation are showstoppers.
Designed by Brooklyn design firm Markzeff and architect firm Stantec, the building seemed to radiate light (at least during my tour) thanks to floor-to-ceiling windows in nearly constant view. The space itself creates a little oasis from the hustle and bustle of busy Broadway down below, but it still allows for plenty of opportunity to see what's going on.
It's sure to be one of New York's most Instagrammable new hotels; two spots stopped me in my tracks for a must-take photo. First, a larger-than-life, totally dramatic red staircase connecting the third and fourth floors. Seeing it, I couldn't help but imagine a modern take on "Cinderella" where a red-bottom Louboutin (instead of a glass slipper) is left behind before the clock strikes midnight.
The second is this rainbow-like bookshelf in the hotel's restaurant, Everdene.
Throughout the hotel, I found a fresh and modern yet eclectic and fun space. It was inviting and large enough to not feel like many cramped New York City hotels, but it was also full of cozy spaces to retreat to for privacy.
Although it wasn't fully complete when I toured, the rooftop pool and The Pool Club (available to guests only) were especially exciting. (Pools are hard to come by in New York City, especially outdoor ones surrounded by some of the city's iconic skyscrapers.)
The rooms
If you're a Virgin Hotels newbie, guestrooms are called "Chambers" — and this hotel has 460 of them. This includes suites and penthouses, reaching all the way up to the 39th floor. The brand also has a standard and (in my experience) highly practical room design that separates the sleeping and living area ("The Lounge") from the bathroom and vanity areas ("The Dressing Room").
The Lounge is designed for work and rest, so guests will find a smart TV, an ergonomic bed with a backboard-like attachment at the foot for lounging, a red (it's everywhere!) Smeg minifridge and bar area stocked with local treats at "street" prices, a yoga mat and more.
The Dressing Room has a massive shower (seriously, I've loved every Virgin Hotels shower I've tried), a closet, a vanity with a mirror (perfect for selfies ... not that I would know) and creature comforts like robes. The Dressing Room can be completely closed off from The Lounge, so a guest getting ready can spread out without disturbing someone who might be sleeping or working in the other room.
The rooms come in various configurations — including king-size rooms and ones with double beds. My favorite part of the room I toured was the spectacular view of the Empire State Building directly from the bed. Imagine waking up in the morning to a sunrise view of one of the world's most famous buildings right from your pillow or crashing after a glitzy New York night to its twinkling, hourly light show. (Not every room will have the same views, so opt to choose one in the booking process or speak directly to the hotel while reserving.)
Bars and restaurants
Taking up the entire third floor is the 4,000-square-foot restaurant and bar Everdene. The space functions in more ways than one: Grab breakfast with a view in the morning, set up your laptop in coworking areas during the day, enjoy a cocktail before a show in the evening or settle down for a meal (featuring dishes like Nantucket Bay scallops or duck and foie gras empanadas) for a leisurely dinner.
The space is designed to be whatever type of space you need during a visit. Better yet, it has both indoor and outdoor areas. Guests can grab a board game and a drink in the "Lounge" area or head to the "Conservatory," a large outdoor space, for a yoga class.
Later this year, a fine dining concept will also open in the hotel. Though we don't know the specifics of it just yet, we know it'll feature Italian and Latin cuisine served through "immersive culinary experiences."
How to see it for yourself
Like most large new hotels, the Virgin Hotels New York City is opening in phases, but you'll hardly be able to notice if you visit before the official grand opening later this spring.
For now, guests can book directly with the hotel for rates starting around $336 a night for an entry-level room. Travelers can also save by signing up for The Know, the hotel brand's loyalty program that keeps track of all your hotel preferences. With The Know, guests can score member-only room rates, upgrades and even offers for exclusive dining experiences and events. Now through April 30, The Know members who book a stay will receive double points.
TPG featured card
Rewards
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.