Located in a 1928 building once home to the original George Washington Hotel at 23 Lexington Avenue—a storied Flatiron venue oft frequented by writers, musicians, and artists of note—the latest venture by Sydell Group‘s free-spirited Freehand brand marks its arrival in the Big Apple.
With 395 rooms, ranging from bunks to penthouse suites, Freehand New York signals a noteworthy juncture in the evolution of the company’s approach to hospitality, whilst Roman and Williams—credited, rightly so, with disrupting the hospitality industry via a knack for theatre built on their time as Hollywood set designers—weave their distinguishable design drama throughout.
Public spaces for the hotel’s artistic community will feature restaurants, including Simon & The Whale by Gabriel Stulman; the Studio Restaurant & Bar; George Washington Bar; and—now synonymous with the Freehand name—the Broken Shaker. Once opened, the ‘Shaker will boast views over the hotel’s famous location and beyond, from which to enjoy hand-crafted cocktails and small bites. Custom-commissioned artwork by Bard College students can be found throughout the hotel, and introduces a partnership with the college—the Freehand Fellowship—that will enable select artists to live, work and exhibit within the property.
Picking up the baton previous Freehands have passed on, Freehand New York solidifies a bold aesthetic that fuses timelessness with theatrical fascination; confirming Sydell Group as virtuosos in this game. Stunning.
Photography, Adrian Gaut
