At the corner of Park Avenue South and 29th Street, a 252-room Viceroy flagship is set to open this December. The Highgate-owned hotel brand anchors Manhattan's NoMad neighborhood, immediately north of Madison Square Park, with the park directly at the district's southern border.

That corridor has stacked up marquee openings in recent years, from the Ritz-Carlton New York, NoMad to The Fifth Avenue Hotel. The project comes from a joint venture of Highgate, Tao Group Hospitality, and BGO, announced in late July.

image of suite by Meyer Davis Studio, courtesy of Viceroy
Suite, courtesy of Viceroy

Interiors belong to Meyer Davis Studio, the New York design firm with a deep hotel portfolio. Food and beverage is programmed by Tao Group Hospitality, the operator behind Tao and Lavo. The group will run a ground-floor restaurant and cafe that opens the hotel directly onto Park Avenue South foot traffic.

image of the Presidential Suite entry, courtesy of Viceroy
Presidential Suite, courtesy of Viceroy

The 252 guestrooms and suites climax in four presidential suites. Three penthouse-level suites range from about 755 to 2,100 square feet. A duplex suite spans roughly 2,000 square feet across two levels.

image of a specialty suite designed by Meyer Davis Studio, courtesy of Viceroy
Specialty Suite, courtesy of Viceroy

The most distinctive key in the house is a wellness penthouse of about 2,100 square feet. Guests can flush out a jet-lagged morning in a private infrared sauna, brace through a cold plunge, then reset with recovery technology built into the room. It is a suite designed around how guests recover, not just where they sleep.

image of the rooftop pool bar and cocktail lounge, courtesy of Viceroy
Rooftop Pool Bar and Cocktail Lounge, courtesy of Viceroy

At the top of the building, a penthouse-level rooftop pairs an outdoor pool with a pool bar and a cocktail lounge that opens onto the skyline. Three floors up from the lobby sits the wellness floor. A spa carries four treatment rooms, a sauna, a steam room, and a cold plunge alongside a fitness center. Rounding out the program, more than 15,000 square feet of meeting and event space fills the lower levels.

image of the Lobby Bar, courtesy of Viceroy
Lobby Bar, courtesy of Viceroy

The flagship caps a run of expansion for the Viceroy name. Branded residences are rising in Fort Lauderdale, where Naftali Group's 45-story Viceroy Residences Fort Lauderdale brings 370 homes to Flagler Village. Viceroy Residences Clearwater Beach, Viceroy-branded residences in Tampa Bay, and Viceroy Residences Austin extend the brand across new markets.

"New York remains one of the most attractive and enduring hospitality markets in the world," said BGO Managing Partner Matthew Cervino, calling the project "exceptionally well-positioned to deliver lasting value."

Published by Kait Nicholas at Markets of Tomorrow