Aspen Hospitality Unveils The Nell New York Design

Aspen Hospitality, a division of Aspen One, has officially revealed the design plans for The Nell New York, an upcoming 134-room luxury hotel opening in fall 2027 at 10 Rockefeller Plaza [1]. It will operate as the first and only hotel within Rockefeller Center and New York City’s sole Relais & Châteaux member [1].

Where is The Nell New York located and when will it open?

The Nell New York sits at 10 Rockefeller Plaza in Manhattan and will open to guests in fall 2027, as Hotel Business reported [1]. Developed by Aspen Hospitality, the property establishes an urban footprint for Nell Hotels directly inside the famous commercial complex [1]. It will hold the distinction of being both the first hotel integrated into Rockefeller Center and the only Relais & Châteaux affiliate in New York City [1].

Which design firms are collaborating on the property?

Two New York-based architecture and design studios, Rockwell Group and Pierre & Co., led the property's design scheme [1]. According to Hotel Business, Rockwell Group took charge of all public areas, while Pierre & Co. developed the guestrooms and suites [1]. Both studios drew direct inspiration from the Art Deco architecture, materiality, and curated artwork of Rockefeller Center [1].

Julie Frank, vice president of design at Aspen Hospitality, stated that the team used the landmark's Art Deco style as a point of departure to create an environment that feels current, residential, and distinctly Nell, rather than an attempt to recreate historical eras [1].

How are the public spaces and arrival experience organized?

The arrival sequence was conceived as a discreet Manhattan residence rather than a standard commercial lobby [1]. Hotel Business reported that Rockwell Group designed the ground-floor entrance to mimic a typical New York residential facade featuring limestone and an interior foyer centered around a grand fireplace [1].

Intricately designed elevators transport arriving guests directly from the ground floor to the seventh floor, which forms the social core of the building [1]. Rockwell Group arranged this level as a series of connected townhouse rooms housing reception, dining areas, social lounges, meeting venues, and dedicated wine spaces [1]. The seventh-floor bar looks directly out onto the Rockefeller Center ice rink, incorporating fluted amber stone, custom light fixtures, textured glass portals, and marble detailing [1].

What food, beverage, and wellness amenities are planned?

The culinary program centers around a private wine lounge and cellar that extends the wine program established at The Little Nell in Aspen, Colorado [1]. The wine space features illuminated display storage, marble flooring, and a fireplace designed for private events and wine tastings [1].

Wellness facilities occupy the eighth floor, where Rockwell Group separated the spa and fitness facilities from the social venues below [1]. Warm woods and natural stone finish the spa suites, while the fitness center combines wood millwork, expansive exterior windows, and antique mirrored walls [1].

How did Pierre & Co. approach the guestrooms?

Pierre & Co. based the guestroom and suite interiors on natural materials, subtle architectural details, and a palette of warm neutrals, as Hotel Business detailed [1]. The design team introduced a soft persimmon accent tone selected to honor the historic stage curtains at Radio City Music Hall [1].

Founder Pierre Josselin explained that the layouts prioritize practical flow for travelers eating breakfast, working at desks, dressing for dinner, or relaxing at the end of the day [1]. In the Presidential Suite, Pierre & Co. scaled up the palette with deep burgundy elements, rich stone selections, and a primary bathroom enclosed by curved marble walls [1].