Aby Rosen will soon open a $180 million, 221-room boutique hotel at 138 Lafayette Street in Soho — formerly a Holiday Inn. It’s dubbed 11 Howard, and fans of Rosen’s postmodern, dressed-down, big-ticket brand can expect two big departures at his newest hotel: a philanthropic revenue model and a distinct lack of red velvet ropes. That’s all explained here.
But on the party front, Rosen is pulling out all his tricks to promote the hotel’s chic lounge, dubbed the Blond.
According to the New York Post, Rosen kicked off the opening the Blond this past weekend with three nights of star-studded previews. Thursday through Saturday, Rosen his son Charlie, and the establishment’s creative directors, Angelo Bianchi and Julio Montero, feted with bold-face names like Cuba Gooding Jr., Darren Aronofsky, Lyor Cohen and Rose McGowan.
And the Blond promises to continue attracting celebrities with its relaxed atmosphere and art, which includes a large neon work by Dan Attoe called “Complicated Animals.”