Tapping into the allure of old-world wanderlust and the romantic lore of New York’s Gilded Age society, the Fifth Avenue Hotel brims with character, effortlessly enchanting today’s new generation of genteel jetsetters. With a nod to the grandeur of Central Park and perhaps even a touch of Upper West Side sensibility, this boutique, luxury hideaway is confidently carving out its own space in its ‘authentically Manhattan’ NoMad (North of Madison Square Park) location. In doing so, it challenges – and even redefines – the very conventions of being a five-star New York City hotel.
Flâneur Hospitality’s formidable first foray into refined innkeeping, the Fifth Avenue Hotel, is rooted in a meticulously crafted brand narrative: the quintessential New York City saga of swank, status and the intricate social dynamics of Manhattan’s late 19th-century boom.
The story centres around the prominent Frederic and Charlotte Goodridge, a millionaire merchant and his socialite wife, who amassed substantial wealth through silk trading and inhabited a lavish Gilded Age townhouse that once occupied the property’s site. Their residence housed a spectacular collection of objets d’art from around the world, reflecting a penchant for cultural grandeur, exoticism and opulence, not to mention their economic influence. From this prestigious address, the Goodridges conducted business, hosted philanthropic fundraisers for Upper West Side museums and institutions, and orchestrated high-society gatherings, firmly establishing their position among New York’s elite echelons.
Inspired by this sense of lavishness and his passion for travel – to Morocco, Laos, and Myanmar in particular – current owner Alex Ohebshalom set out to create The Fifth Avenue Hotel. In his own words, his vision was “to encourage exploration, fascination and wonder… and to evoke a sense of serendipity, delight and sanctuary”. Alas, the original house is no more, its absence felt for well over a century. In its place stands an Italianate, Renaissance-style palazzo built in 1907, designed to house the growing Second National Bank, which had been operating for forty years from a different ‘Fifth Avenue Hotel’ just five blocks south. The turn-of-the-century building is the work of Beaux-Arts ‘starchitects’ McKim, Mead, & White, whose legacy includes nearby icons like Madison Square Garden and the Washington Arch. Equally sumptuous – if not more grand – the edifice became a fitting symbol of ambition and growth (“if you can make it there, you’ll make it anywhere!”), making it the perfect home for the hotel, which opened in late 2023.
First impressions count, and upon stepping into the Fifth Avenue Hotel, it’s clear that Alex’s whimsical vision has been realised. The jewel-box lobby and reception area make the most of the building’s grand architectural proportions, adorned with shimmering chandeliers, Ming-green lamps, and striking cabinets of curiosities filled with eye-catching Chinoiserie and museum-worthy trinkets: each one a conversation piece evoking a sense of adventure. A large gold-flocked sofa, dressed in intricately woven cushions, serves as the stunning centrepiece of the property’s ornate ‘living room’, offering a contemporary interpretation of the opulence of the Gilded Age.
Stretching along the full length of the lobby wall, we spotted the vivid and striking Pae White tapestry, entitled ‘Bugs and Drugs’, specially commissioned for the hotel. The design features insects – dragonflies, crickets, and ladybirds – swarming around lush plants. Flora and fauna are central to the hotel’s décor, reflected in its art collections and wallpaper. After all, the Goodridges were founding members of the New York Botanical Garden and patrons of the American Museum of Natural History.
The conductor of this playful aesthetic symphony was none other than maximalist interior designer Martin Brudnizki, the man of the moment in hospitality design. In collaboration with local architects Perkins Eastman and PBDW, who were tasked with creating the 24-story all-glass tower that expanded The Fifth Avenue Hotel to over 150 rooms and suites, they have crafted a flamboyant imaginarium – an eccentric masterpiece that perfectly aligns with Alex’s unconventional vision. Every detail is artistically and sensorially curated to inspire awe, wonder and a sense of wanderlust: Murano glass light fittings, Parisian ruched silk-draped walls and vestibules, grand tapestries and ikat textiles, pagoda lamps, cotton-candy pink corridors, plush floral carpets and a quirky wall covered in framed pictures of ‘eyes’ are just a few of the many highlights. Then there’s the signature house scent that drifts through the halls – a delicate blend of what might be a Tuscan olive grove, a hint of bergamot from Earl Grey tea, and a touch of jasmine flower.
| Perfect for | Fly into | Right on time |
| The Culturalist | JFK / LGA / EWR | GMT +5 |
| While you’re Out There |
| No review of The Fifth Avenue Hotel would be complete without mentioning Café Carmellini, the hotel’s signature dining establishment helmed by renowned chef Andrew Carmellini. The ‘café’ has swiftly become a hotspot, with locals and visitors alike vying for a table at any time of day. We people-watched as walk-ins were politely turned away (making it clear that reservations are a must) and eavesdropped on what seemed to our untrained ears like New York high-society conversation. It seems like Café Carmellini has clout enough to draw the it-crowd down from Central Park. The eclectic and elevated Italian and French menu, served from its theatrical open kitchen, pairs perfectly with the warm, jovial service and the designer crockery – pieces that often mirror the hotel’s own eccentric charm; all set in a chic, grand, Mediterranean garden-esque (yet wonderfully relaxed) dining hall. |
The collection of art in the property is correspondingly waggish. Contemporary works from emerging artists are interspersed with pieces from renowned names (and some flea-market purchases too, we’re told) and at every turn there is something that sparks the imagination and invites a lively tête-à-tête. For us, the property’s crowning jewel was the Portrait Bar – a space that exudes the charm of an old New York club lounge, complete with a wood-burning fireplace and deep suede sofas that beckoned us to sink in. It’s aptly named for the endless portraits lining the walls, depicting a cast of eccentric characters – artists, visionaries, luminaries, disruptors and wanderers – each one seemingly poised to be found holding a martini in the corner or perched on one of the leather swivel chairs at the gold-leaf-lined, mahogany-panelled bar, engaging the white (or red, dependent on the time of day)-velvet tuxedoed bartender in the latest society gossip while browsing the worldly cocktail menu.
Our impeccably dressed butler – one of the many signature “soft touches” offered by The Fifth Avenue Hotel, along with car service, delightful welcome amenities, hand-painted bone china, curated bathroom products, and plush, turtle-embroidered white dressing gowns—escorted us to our Mansion Suite. As expected, this was another triumph of quirky design. A perfect marriage of east-meets-west with a touch of Orient Express flair, the suite featured mint-green stucco ceilings, more Murano glass, more gilded light fittings, hand-painted artwork, eclectic wallpapers, Chinoiserie accents and inlaid mother-of-pearl. It’s the kind of apartment-like space you’d imagine an eccentric antique collector calling home. An arched glass divider separated the bedroom from the living area, where more of Martin Brudnizki’s signature touches made an appearance, including bread-roll-like ottomans and Missoni fabrics. A large window flooded the room with light, offering a view of the bustling streets of NoMad and the Flatiron District below. Though we expected the typical city noise – sirens, chatter, and the hum of New York’s energy – the suite’s impressive glazing ensured we slept soundly, undisturbed by the outside world.
Naturally, the rooms and suites in the ‘Mansion’ are in high demand. But that doesn’t mean those in the new ‘Tower’ are any less impressive. If in doubt, just take note of the yellow wallpaper bestiary in the corridors, the reptilian door handles and the mother-of-pearl inlaid bar carts… design touches that leave no room for hesitation.
What we loved most about The Fifth Avenue Hotel was its bold departure from the generic, cookie-cutter luxury seen in Manhattan’s newer developments like Hudson Yards and Manhattan West. Here, there’s no sterile opulence; instead, every corner tells a story, and every detail has been carefully and thoughtfully curated. This hotel isn’t just a place to stay, it’s a destination in and of itself. For seasoned NYC travellers, we think The Fifth Avenue Hotel combines the best elements of some of our favourite New York boltholes: the boutique luxury of The Lowell, the eccentricity of The Pierre (and, of course, Bemelmans Bar at The Carlyle), and the worldly charm and collector’s spirit of Kit Kemp and Robert De Niro.
That said, this eclecticism won’t appeal to everyone – there are moments when the whimsy might feel a bit overwhelming, or downright laughable. But in an era where corporate, contemporary minimalism, with its white walls and chrome lines, has become the norm in New York City, it’s refreshing to see a hotel embracing conceptual hospitality and talkability… and in our opinion, serving up just the right, and delectable amount of ‘extra.’
www.fifthavenuehotel.com | www.lhw.com
Photography by Willian Abranowicz, Uwern Jong and courtesy of the Fifth Avenue Hotel
