2027, United States | Aspen Hospitality unveils design for The Nell New York, Rockefeller Center’s first hotel

Article top ad ☟

Aspen Hospitality, a division of Aspen One, unveiled on 15 September 2026 the architectural and interior design of The Nell New York, the forthcoming Nell Hotels property located at 10 Rockefeller Plaza in Manhattan. Set to open in autumn 2027, the 134-room hotel will be the first and only hotel located within Rockefeller Center, as well as New York City’s only Relais & Châteaux member.

The project brings together two New York studios with complementary sensibilities: Rockwell Group, responsible for the public spaces, and Pierre & Co., in charge of designing the guestrooms and suites. Both firms drew on the architecture, materials and artistic heritage of Rockefeller Center to root the future hotel in its setting, while remaining true to the Nell Hotels brand identity.

Inline article ad ☟

A design rooted in Rockefeller Center’s Art Deco heritage

Julie Frank, Vice President of Design at Aspen Hospitality, said the team never wanted The Nell New York to feel like a hotel that could be found anywhere. She noted that Rockefeller Center offers a unique context, both as a New York hotel and as a project set within this landmark site, and that its Art Deco architecture served as the starting point. According to Frank, the aim was not to recreate that era but to interpret it in a way that is contemporary, residential and deeply true to the spirit of Nell.

This connection to the Art Deco style places The Nell New York in the continuity of other recent projects involving Manhattan’s historic hotel heritage, such as the reopening of the Waldorf Astoria New York, whose renovation likewise showcased the architectural codes of the 1930s.

Rockwell Group designs the public spaces as a New York residence

For the common areas, Rockwell Group conceived the property as a grand New York residence, staging a transition between the bustle of Rockefeller Center and a sequence of understated residential spaces. The site’s Art Deco references appear in geometric stone inlays, ironwork, bespoke furniture and lighting choices.

Guest arrival has been designed as a typically New York residential entrance, in contrast to the scale of the surrounding buildings. A limestone façade completes the landmarked building, while a fireplace in the lobby creates a focal point from the moment of arrival. Lifts then take guests to the seventh floor, where reception, dining, the bar, a wine cellar and meeting spaces unfold as a series of interconnected rooms.

The seventh-floor bar, facing Rockefeller Center’s iconic ice rink, combines fluted amber stone, marble, bespoke lighting and textured glass. Nearby, the private lounge and wine cellar extend the wine culture established at The Little Nell in Aspen, featuring a marble floor, illuminated wine displays and a fireplace. On the eighth floor, the spa and fitness centre draw on warm wood, natural stone and generous openings, evoking the feel of a private club rather than a conventional hotel wellness space.

Shawn Sullivan, a partner at Rockwell Group, said the team approached The Nell New York as a series of rooms within a gracious New York residence rather than as a traditional hotel. He described the experience as unfolding gradually, from the discreet residential entrance on 48th Street through to the lounges, dining spaces, wine cellar and spa overlooking the rink and the city. Sullivan added that the design drew on the craftsmanship and geometric Art Deco language of Rockefeller Center, expressed through warm woods, stone, bronze, plaster and a notable art collection.

Inline article ad 1 ☟

Pierre & Co. creates timeless guestrooms inspired by the setting

For the guestrooms and suites, Pierre & Co. reinterpreted the geometry of Rockefeller Center through a contemporary, understated reading of the Art Deco style. The result favours timelessness over period reconstruction, balancing crisp architectural lines with softened curves and a refined palette of materials.

Warm, neutral tones, natural materials and understated architectural details combine to create guestrooms that are both calming and elegant. A persimmon shade, inspired by the curtains at Radio City Music Hall, was chosen as an accent colour to add depth without overwhelming the composition. The presidential suite applies the same approach on a larger scale, with deeper burgundy accents, fine stonework and a principal bathroom finished in curved marble.

Pierre Josselin, founder of Pierre & Co., said the studio thought carefully about how guests would actually live in these rooms — from having breakfast at the table in the morning, to taking a call from the desk, getting ready for dinner, or simply returning at the end of the day to unwind. He added that every element was intended to be considered without ever appearing over-designed, with the goal of creating rooms that feel distinctive yet immediately natural and comfortable, with details that reveal themselves gradually over the course of a stay.

Nell Hotels, a brand growing between Aspen and Manhattan

The Nell New York marks the first New York expression of Nell Hotels, the collection launched by Aspen Hospitality in summer 2026 building on the heritage of The Little Nell in Aspen. According to statements issued by the group at the time, the rollout is accompanied by a reported €303 million investment (around US$350 million), and also includes a full renovation of The Little Nell, which will close temporarily in April 2027 ahead of the 2027–2028 ski season.

The Nell Hotels brand is built around four pillars set out by the group: fostering a sense of belonging, offering distinctive access to local places and personalities, engaging with intention, and bringing an “après-ski” energy to each destination. By becoming New York City’s only Relais & Châteaux address, The Nell New York joins an international network that recently welcomed ten new properties worldwide.

The future hotel also enters a fiercely competitive New York market, marked in recent months by several major openings in the immediate vicinity of Rockefeller Center, including IHG’s opening of the Crowne Plaza Manhattan Times Square. Against this backdrop, The Nell New York’s positioning — a mid-sized hotel betting on exclusivity rather than volume — offers a differentiated proposition in an already crowded ultra-luxury segment.

At a glance by The Hospitality Tribune

The Nell New York: Rockefeller Center’s first hotel, unveiled by Aspen Hospitality
Location & scale: 10 Rockefeller Plaza, Manhattan – 134 rooms
Opening: Fall 2027
Positioning: First and only hotel within Rockefeller Center; New York City’s only Relais & Châteaux property
Design: Public spaces by Rockwell Group; guestrooms and suites by Pierre & Co.
Brand context: Nell Hotels launched by Aspen Hospitality (Aspen One) in July 2026, alongside a reported $350 million investment and a planned renovation of The Little Nell in Aspen