New York City

@bathhouse

14 West 22nd StreetNew York, NY 10010

Reason To Go
The Manhattan extension of Brooklyn's beloved Bathhouse — thermal pools, sauna rituals (Aufguss), cold plunges and a full food and beverage program, all wrapped in travertine and designed as much for a first date as for recovery.

Why It's Relevant
The defining venue of the social-wellness category — and the single best place to feel what "wellness as the new nightlife" actually looks, sounds and smells like. Required viewing for any conversation about the Marriott spa proposition.

@kithivy

120 Leroy St, New York, NY 10014

Reason To Go
Ronnie Fieg's first move into hospitality — a private members' wellness and padel club at 120 Leroy Street, opened fall 2025, with a Giorgio Armani spa, an Erewhon tonic bar (the first East Coast outpost), Café Mogador on dining and three rooftop padel courts under custom Wilson canopies.

Why It's Relevant
The most ambitious case study in NYC right now for the "brand as members club" thesis — wellness, sport, F&B, retail and a brand identity all stacked into one address. The clearest preview of where every meaningful lifestyle brand wants to go next.

@othership

23 W 20th St, New York, NY 10011

Reason To Go

Toronto-born social-wellness brand now in NYC at Flatiron and Williamsburg — guided, ritualised sauna and cold-plunge "journeys" with music, breathwork and a sauna master leading the room. Booked out, often back-to-back.

Why It's Relevant
The clearest read on the programming layer of social wellness — same hot rooms and plunges as Bathhouse, but choreographed into a 60–75 minute group experience with a beginning, middle and end. The reference for what hotels are racing toward: turning the spa from an unbundled menu into a curated, time-boxed, sociable ritual.

@rockawayoceanclub

157 Rockaway Beach Blvd Rockaway Park, NY 11694

Reason To Go
After more than 50 years boarded up, the landmark Art Deco bathhouse at Jacob Riis Park is reopening this summer as the Rockaway Ocean Club — an $88M restoration that layers public boardwalk vendors, a central courtyard, a members-only beach club with an ocean-view pool, a rooftop restaurant and a small hotel into one civic shell.

Why It's Relevant
A live case study in adaptive reuse of a beloved landmark — and a model for the tiered hospitality stack (public F&B, members club, boutique keys) that lets a single property serve multiple guest tiers without diluting any of them. For Marriott, the most interesting test bed in the city right now for resort-meets-club at a beach destination.

@tmplclubs

Multiple Locations NYC

Reason To Go
A luxury gym and health-club brand merging technology, programming, art and culture into a single boutique fitness experience.

Why It's Relevant
A reference for the wellness-as-luxury layer hotels are racing to add — how a gym becomes a club becomes an identity. Worth studying alongside Bathhouse and Othership to triangulate where Marriott's premium wellness offer should sit on the social-versus-personal spectrum.

@thewell

2 East 15th Street New York, NY 10003

Reason To Go
The Flatiron flagship of the integrative wellness club — multi-floor space stitching together a doctor's office, spa, yoga and meditation studios, sound-healing rooms, IV and tonic bar and a plant-forward restaurant under one membership.

Why It's Relevant:
The most evolved "wellness as a vertically integrated club" in NYC, and the model for how medical wellness (doctors, labs, longevity) can sit credibly next to hospitality wellness (spa, food, programming) under one roof. Useful triangulation alongside Bathhouse (social), Othership (ritual) and Kith Ivy (brand-led) to map the full wellness-club landscape.

@thefifthavenuehotel — 1 W 28th Street, New York, NY, 10001

Reason To Go
The former estate of Mrs. Charlotte Goodridge, a legendary Gilded Age hostess, the hotel has been reimagined as a luxury destination by legendary real estate entrepreneur Alex Ohebshalom.

Why It’s Relevant
Offering historic luxury for the modern age, the hotel showcases notable F&B concepts by James Beard Award winning Chef Andrew Carmellini, while the Portrait Bar serves as an iconic watering hole complete with an illustrious selection of artworks. Regardless of brand it's always interesting to study smaller footprints and see how they execute against their promise.

@thenednomad — 1170 Broadway, New York, 10001

Reason To Go
A glam, Art Deco hotel experience that features a newly unveiled design modeled after the roaring 20s. Notably, the hotel's art collection, titled "A Different Century" features more than 150 works that challenge traditional narratives.

Why It’s Relevant
The NYC outpost of this iconic London brand, housing the city’s most coveted member’s clubs, designed by the masters of member’s only - their partners at Soho House. Do also take note of their two popular, public-access restaurants - Cecconi's and Little Ned. An interesting way to make use of tight spaces. Take note of some of their F&B concepts which are scaled across multiple brands and markets globally.

@madehotels — 44 W 29th St, New York, NY 10001

Reason To Go
A Japan-inspired hideaway in the trendy NoMa neighborhood, showcasing a community coffee shop vibe, ideal for coworking, and trendy rooftop bar, equally suited for imbibing.

Why It’s Relevant
The hotel is a great example of an accessible, hip option in the heart of downtown NYC with a coworking vibe that’s welcoming to all. A point of note is how they execute an independent coffee culture in their lobby space.

@pendrymanattenwest — 44 W 29th St, New York, NY 10001

Reason To Go
A Japan-inspired hideaway in the trendy NoMa neighborhood, showcasing a community coffee shop vibe, ideal for coworking, and trendy rooftop bar, equally suited for imbibing.

Why It’s Relevant
Located in the Manhattan West Shopping Center the hotel offers destination dining, notably Bar Pendry. Look out for collaborations throughout the hotel - they have many, including being the only US hotel to partner with the coveted Michelin Guide. Have a look for their lobby bar - it's in an interesting location giving the bar a speakeasy feel. Food and beverage in this hotel is amazing so make sure to spend time looking at the elements of design, branding and programming which deliver a best in class experience.

@tinbuilding — 96 South St, New York, NY 10038

Reason To Go
A unique market and food hall experience designed by the master, this downtown hotspot takes you on a trip around the world with Jean-Georges himself.

Why It’s Relevant
From Italy to India to The Wine Bar and over to The Brasserie, the Tin Building showcases how chef partnerships can produce well-executed, multi-tiered experiences. A perfect place to study the idea of compact but compelling food and beverage and the notion of a “ bar +” in an elevated fast casual setting.

@majorfoodgroup — 1170 Broadway, New York, 10001

Reason To Go
The newest concept by the celebrated Good Food Group, this multi-room Italian restaurant is a grand New York destination inside the iconic Puck Building.

Why It’s Relevant
From the two massive dining rooms to the bustling bar space, Torrisi is an upscale Italian concept with an impressive open kitchen production.

If Torrissi represents an elevated classic italian restaurant, check out their casual scaled concept called “Parm” - best in class scalable concepts coming are coming from this same group.

@lodinyc — 44 W 29th St, New York, NY 10001

Reason To Go
With an iconic address at 1 Rockefeller Plaza, the concept offers their take on Italian aperitivo culture paired with Art Deco architecture.

Why It’s Relevant
With both indoor and outdoor dining areas, a popular bar program, and offerings from breakfast, lunch, happy hour, and dinner, Lodi showcases a vibey, all-day experience.

@boucherie_us — 145 W 53rd St, New York, NY 10019

Reason To Go
The downtown NYC outpost of this popular French brasserie, offering both indoor and outdoor dining.

Why It’s Relevant
Rooted in a traditional Parisian experience, this restaurant offers a best in class example of French cuisine, offering a la carte and pre-fixed menus. Check out their seasonal offerings like their recent Olympic themed menu in honor of the 2024 games location. A great example of a classic all-day brasserie with comfort foods done really well.

@acepizzaspot — 30 Rockefeller Center, New York, NY 10112

Reason To Go
The downtown outpost of this Brooklyn pizzeria, bringing a taste of Detroit-style pizza to the heart of NYC.

Why It’s Relevant
Offering a different take on the iconic NYC pie shop, this concept is a prototype for right-sizing a popular concept to fit the needs of a different location.

@lostacos1 — 75 9th Ave, New York, NY 10011

Reason To Go
One of the downtown locations of this popular, standing room only, family-run taco shop.

Why It’s Relevant
With a super casual vibe and tight operation with a minimal footprint, Los Tacos No.1 offers a look at how to concept a quick, convenient, hot-food option for guests on the move.

@thealdermanbk — 150A W 48th St, New York, NY 10036

Reason To Go
An all-day experience by the celebrated Renwick Hospitality Group, offering an elevated take on the iconic New York City tavern in the heart of Times Square.

Why It’s Relevant
A modern American brasserie, complete with pre-theatre offerings and a celebrated happy hour, this is a great example of an upscale, all-day offering that caters to the needs of its surrounding area.

@carnitasramireznyc — 150A W 48th St, New York, NY 10036

Reason To Go
A casual, east-village taqueria from the folks behind Taqueria Ramirez offering full nose to tail (pork) carnitas menu.

Why It’s Relevant
Honoring full animal butchery in a super casual concept, Carnitas Ramierez illustrates how ingredient integrity comes to life in a everyday way.

@badromannyc

Address
3rd floor, 10 Columbus Cir, New York, NY 10019

Reason To Go
A big, bold, and slightly over the top Italian restaurant offering from the iconic Quality Branded restaurant group.

Why It’s Relevant
With a menu offering pepperoni cups filled with ranch and martinis featuring pepperoncini brine, this is a best in class example of the new wave of Italian restaurants on top of everyone’s must visit lists.

@cocodaq — 12 E 22nd St, New York, NY 1001

Reason To Go
An extravagant fried chicken and champagne concept (America’s largest selection!) by the reputable Gracious Hospitality Management group.

Why It’s Relevant
With dramatic interiors, including a bespoke hand-washing station equipped with luxurious Hermès hand soap, COQODAQ is a well-rounded concept, featuring a very on-trend offering. We love this concept. A great example of how you can elevate a classic menu item and great an entire experience around it.

@birdbox.nyc — 245 W 46th St, New York, NY 10036

Reason To Go
The Times Square outpost of this casual, fried chicken joint by Chef-Owner, Chris Bleidorn, of Two Michelin Star Restaurant Birdsong.

Why It’s Relevant
Promising a commitment to organic and free-range chickens and a website featuring customer produced TikTok’s and Reels, Birdbox demonstrates how to make ethical offerings super accessible. A great example of how you can elevate simple menu items to create a premium product.

@nomadteaparlour — 244 5th Ave, New York, NY 10001

Reason To Go
Bringing a throwback Cantonese American dim sum house meets an upscale cocktail bar to New York’s 5th Avenue.

Why It’s Relevant
Offering an approachable yet adventurous menu in a trendy ambience, this concept is a great example of a destination bar concept.

@demo.nyc — 34 Carmine St, New York, NY 10014

Reason To Go
Bringing a Brooklyn-inspired vibe to the West Village with a new age wine bar with an innovative food program.

Why It’s Relevant
With a star-studded cast of folks behind the bar and in the kitchen, Demo offers inspiration for a specialty bar-forward concept where the food plays equal importance.

@thisbowl_nyc — 65 Bleecker St, New York, NY 10012

Reason To Go
With its astute eye towards design, the NYC outpost of this Australian based salad chain, This Bowl offers more than just healthy eats.

Why It’s Relevant
Offering fresh Japanese flavors and fanfare that keeps the lines long, This Bowl is a best-in-class example of how to curate a healthy, quick, and casual option. As we think about elevating fast casual in the premium space this concept is an interesting case study to pay attention to.

@felixroastingco — 96 South St, New York, NY 10038

Reason To Go
The Flagship location of this elevated coffee brand, featuring Wes Anderson vibes with a serious bean to bre program.

Why It’s Relevant
Offering a coffee to cocktail program this is a best-in-class example of a all-day cafe and bar. Check out the hand draw mural compiled of 500 individual tiles!

@watchhouse — 660 5th Ave, New York, NY 1010

Reason To Go
The first US-based outpost of this popular UK cafe company featuring cozy, contemporary vibes.

Why It’s Relevant
Offering a solid day-time program of espresso offerings, fresh baked goods, and other grab and go items, WatchHouse displays a solid cafe operation. Bonus, they also offer an evening menu of cocktails and light bites. A great example of fantastic coffee presentation and storytelling.

@lacabracoffee — 152 2nd Ave, New York, NY 10003

Reason To Go
The ‘Prelude’ outpost of this modern, minimalistic New York based coffee brand with an in-house bakery program.

Why It’s Relevant
Offering retail, an in-house cafe and bakery experience, and a slew of educational courses and events, this is a great example of a contemporary coffee shop operation.

@starbucksreserve_newyork — 145 W 53rd St, New York, NY 10019

Reason To Go
Destination Starbucks Reserve location with three levels of experiences, including a dedicated tasting room.

Why It’s Relevant
A best-in-class showcase of how this international coffee brand offers a more premium and immersive coffee experience. Check out some of their exclusive beans brewed in a variety of creative ways.

@frenchettebakery — 220 Church St, New York, NY 10013

Reason To Go
From the famed team behind Frenchette comes a casual bakery, lunch, and cafe concept that lives up to the hype.

Why It’s Relevant
Integrated into The Whitney Museum experience, Frenchette Bakery is a wonderful example of an all-day offering that is approachable and accessible, while still maintaining award winning restaurant sensibility.

@supermoonbakehouse — 120 Rivington St, New York, NY 10002

Reason To Go
When an illustrious baker from the West coast up and leaves to open up on the East coast, people will talk. About his Doughnuts, croissants, and cruffins, of course.

Why It’s Relevant
The word is having a moment with “ new bakeries “ with hyper focus on amazing pastries. Super trendy, supermoon themed interiors and an equally crazy list of flavors to match, Supermoon is an out-of-the-box example of a bakery pushing the limits of traditions.

@aimeleondore — 214 Mulberry St, New York, NY 10012

Reason To Go
Nestled within the flagship stop of beloved fashion house Aimé Leon Dore, brings a curated menu inspired by Greek coffee and pastry culture to downtown New York.

Why It’s Relevant
Providing the most affordable method of buying into Aimé Leon Dore lifestyle with offerings of a carefully curated menu that stands on its own.

@kithtreats — 337 Lafayette St, New York, NY 10012

Reason To Go
From the popular lifestyle brand comes fashion and retail icon Ronnie Fieg’s other indulgence: his ode to ice cream and sugary cereals.

Why It’s Relevant
Offering a great showcase of an F&B concept within a lifestyle brand, providing inspiration for experimental and creative mixed-interest offerings.

@popup.grocer — 205 Bleecker St, New York, NY 10012

Reason To Go
With a promise to make grocery shopping fun (not blah), Pop Up Grocer rounds up interesting products from small batch producers, independent brands, and otherwise unique offerings.

Why It’s Relevant
Socially conscious but sticklers for quality controlled products, this is a great example of how to curate a gourmet retail selection.

@themalin — 32 Mercer St 3rd Fl, New York, NY 10013

Reason To Go
What started as a furniture brand evolved into a, “let’s showcase our products,” at this cool, boutique coworking space.

Why It’s Relevant
With more and more people adopting the work from wherever lifestyle, The Malin showcases how to create comfortable places to work with amenities designed for the modern working traveler.

@genesishousenyc — 40A 10th Ave, New York, NY 10014

Reason To Go
An immersive lifestyle destination in NYC’s Meatpacking District, Genesis House offers a restaurant, showroom, library, and event space.

Why It’s Relevant
Along with their daily, multi-experience operations, including an award winning Korean fine dining restaurant, Genesis House excels at immersive installations and crowd gathering activations.

@contrabar – 138 Orchard St, New York, NY 10002

Reason To Go
Bar Contra is a classic New York City cocktail bar founded by Jeremiah Stone, Dave Arnold & Fabian von Hauske – serving refreshing drinks and tasty food.

@katanakitten – 531 Hudson St, New York, NY 10014

Reason To Go
Katana Kitten is a vibrant, bi-level bar serving izakaya fare & traditional American bites alongside whimsical cocktails.

@nothingreallymattersbar – N The Subway, 210 W 50th St, New York, NY 10019

Reason To Go
Describing themselves as “the greatest cocktail bar in the universe”, Nothing Really Matters is a unique speakeasy-style based in a downtown subway station.

@superbuenonyc – 13 1st Ave., New York, NY 10003

Reason To Go
Superbueno’s bilingual name captures the zeitgeist of this Mexican-Ameican bar. This elevated cantina harbors a diverse, buzzing atmosphere that keeps its signature globe lights swinging ‘til late.

@sainttuesday_nyc – 77 Walker St, New York, NY 10013

Reason To Go
Hidden in a sub cellar of the Walker Hotel Tribeca, Saint Tuesday offers live music every evening and a cocktail program focused on simple recipes, quality ingredients, and modern twists on the American classics.

@hotelchelsea – 222 West Twenty-Third Street, New York, NY 10011

Reason To Go
Nestled in the iconic Hotel Chelsea, is a classic European-style Lobby Bar with a focus on expertly concocted cocktails and small plates.

@theportraitbarnyc – 1 W 28th St, New York, NY 10001

Reason To Go
Enveloped by the comfort of a carved stone fireplace, The Portrait Bar is an urbane, wood-paneled retreat where guests can indulge in an elevated cocktail menu.

@doublechickenpleasenyc – 115 Allen St, New York, NY 10002

Reason To Go
With a focus on “hacking design”, Double Chicken Please offers a deconstructed and reimagined drinks offering with options for both casual visitors and serious cocktail connoisseurs.