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Can model thrive inside tight spatial limits? That’s the central query swirling round Now Now, a hip new downtown New York hang-out with teeny-tiny rooms and massive ambitions to seize the solo journey market. It’s onerous to summarise the idea in a single snappy sentence. For brevity’s sake, consider it as a hybrid of a design-led hostel and a capsule resort. Phil Hospod, the founder and CEO of hospitality developer and operator Dovetail + Co, who reduce his enamel on initiatives comparable to Freehand Hotel New York, The Line DC and The Hoxton, Williamsburg, noticed a possibility to create a snug and price-conscious haven for impartial twenty- and thirty-somethings.
If there’s anyplace within the Big Apple the place a classy, up to date twist on an old-school boarding home can flourish, it’s NoHo, a neighbourhood the place Andy Warhol used to galavant and that also retains a few of its grit.
Wallpaper* checks in at Now Now NoHo, New York
What’s on your doorstep?
Located in one of New York City’s most desirable downtown districts, Now Now puts guests within steps of restaurants such as Gemma, Fish Cheeks and Gjelina. The property additionally companions with native companies to provide friends perks like financial savings at close by outlets and cafés, and discounted day passes to Crunch Fitness.
(Image credit score: Photography by Matt Kisiday)
Who’s behind the design?
The backstory of the brick building on Bowery that houses Now Now is that it used to be a lodging house 107 years ago. The initial challenge for Ashley Wilkins, the founder and principal of New York City-based Islyn Studio, was the best way to create a Twenty first-century sanctuary with out altering the unique ground plan. In the modern, fashionable foyer, striped archways, muted earthy hues, and mosaic tiling create a way of familiarity and calm. There are cellular check-in kiosks, cool merch on the market and a settee if you must sit down earlier than climbing the steps.
(Image credit score: Photography by Matt Kisiday)
Spread throughout 4 flooring (one in all which is reserved for girls and non-binary people), the dorm-style hallways are lined with single-occupancy sleeper pods, every kitted with loads of designer polish. To work inside the code constraints, rooms have acoustic ceiling baffles for a smidge of privateness whereas permitting gentle and air (and, certain, noise) to come back by. The high-touch communal loos function tiled stall showers, Dyson hair dryers and Grown Alchemist facilities.
(Image credit score: Matt Kisiday)
The room to book
All 177 rooms are pint-sized – approximately 32 sq ft. Fashion and function converge with custom-built furnishings, charging stations, and under-bed storage. The biggest rooms of the bunch, by a margin of a few inches, are those in the ‘Now or Never’ category, decorated with colourful murals by local artists – including Ella Barnes, Sohyun Lim, Daniela Araya, and Lori McMichael – for an extra punch of personality. If you’re dependent on natural light, six of the corner rooms have a window.
(Image credit: Matt Kisiday)
(Image credit: Matt Kisiday)
Staying for drinks and dinner?
There’s no on-site restaurant or bar. Now Now does have a curated vending machine in the basement, but it’s doubtful you’ll subsist on cookie dough energy bars and prebiotic soda while visiting the Big Apple – especially when you’re surrounded by so many great places to eat and drink. It’s also worth noting that an all-day café is moving into the vacant ground-floor commercial space this fall.
(Image credit: Photography by Matt Kisiday)
Where to switch off
Set up as little cocoons for weary solo travellers to rest and recover, the compact cabins are equipped with Bryte twin mattresses, sound machines, sleep masks, earplugs and plush robes. Guests can even rent noise-cancelling headphones, Solawave LED masks and Therabody guns to upgrade the restoration. And there are rules in place to encourage (nay dictate) quiet in the halls.
(Image credit: Photography by Matt Kisiday)
The verdict
Now Now is comfortable and well-located and doesn’t skimp on smart design or style. With rates starting at $120 USD, it’s a great value. If you’re a gig worker responsible for covering your travel costs or would simply rather spend your vacation budget on dining, drinking, museum-hopping, and shopping, it’s well worth it for a couple of nights.
(Image credit: Photography by Matt Kisiday)
Now Now NoHo is positioned at 338 Bowery, New York, NY 10012, United States.
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