Opening in fall 2027 as the first hotel within Rockefeller Center, The Nell New York will pair public spaces by Rockwell Group with guestrooms and suites by Pierre & Co., drawing on the architecture and legacy of its iconic New York setting.
NEW YORK, Sept. 15, 2026 /PRNewswire/ -- Aspen Hospitality, a division of Aspen One, today unveiled the design vision for The Nell New York, the forthcoming Nell Hotels property opening in fall 2027 at 10 Rockefeller Plaza. The 134-room hotel will be the first and only hotel within Rockefeller Center and New York City's only Relais & Châteaux property, bringing Nell Hotels' signature approach to warm, personalized luxury to one of the world's most recognizable cultural landmarks.
The hotel brings together design perspectives from two New York-based architecture and design firms: Rockwell Group and Pierre & Co. Rockwell Group led the design of the hotel's public spaces, including its arrival experience, reception, seventh-floor dining and social areas, wine lounge and cellar, spa, fitness center, and meeting venues. Pierre & Co. was tasked with designing the guestrooms and suites. Both studios drew inspiration from Rockefeller Center's architecture, materiality, and art curation to create a hotel that feels unmistakably of its setting, while embodying the ethos of the Nell Hotels brand.
"We never wanted The Nell New York to feel like a hotel that could be anywhere," said Julie Frank, Vice President of Design at Aspen Hospitality. "Rockefeller Center gives us a unique context, both as a hotel in New York City and as a project housed within this iconic landmark. Its Art Deco architecture became our point of departure for the project. The goal was not to recreate its history, but to interpret the era in a way that would feel current, residential, and distinctly Nell."
A Gracious Manhattan Townhouse, Reimagined by Rockwell Group
For the hotel's public spaces, Rockwell Group envisioned the property as a grand New York townhouse, transitioning from the big city energy of Rockefeller Center to a sequence of relaxed, residential spaces defined by ease and sophistication. Subtle references to Rockefeller Center's Art Deco architectural language appear in geometric stone inlays, metalwork, custom furnishings, and lighting choices.
The guest arrival experience is designed to look and feel like a typical New York residential entrance, standing in contrast to the scale and bustle of the surrounding buildings. A limestone façade complements the landmarked building, while sconces and a backlit window framed by closed drapery hint at the activity and warmth within. A grand fireplace in the foyer establishes a focal point, while the calm, yet luxurious, space introduces the material palette that continues throughout the hotel.
From the ground floor, intricately designed elevators usher guests to the seventh floor and into the heart of The Nell New York. Here, reception, dining, lounges, wine experiences, and meeting spaces unfold as a series of connected rooms.
The seventh-floor bar invites guests into an intimate space wrapped in rich materiality, where carefully detailed and deliberately selected elements feel warm without excess. Thoughtfully curated artwork paired with iconic Rockefeller Center ice rink views makes this space a quintessentially New York snapshot, capturing the very image that comes to mind when you think of the city. Fluted amber stone, marble, custom lighting, and textured glass portals combine to form a richly layered sense of place, with the adjacent all-day dining room drawing in guests and locals alike.
The nearby private wine lounge and cellar draw on and extend the celebrated wine culture established at The Little Nell in Aspen. A marble floor, illuminated wine displays, and a fireplace establish an intimate setting for tastings and private gatherings.
On the eighth floor, the spa and fitness center shift the experience toward restoration and well-being. Warm wood and natural stone define the spa, while the fitness center combines expansive windows with wood detailing, antique mirrored walls, and bespoke millwork to create a bright space that feels more like a private gym than a conventional hotel fitness center.
"We approached The Nell New York as a collection of rooms in a gracious Manhattan townhouse rather than a traditional hotel," says Shawn Sullivan, Partner, Rockwell Group. "The experience unfolds gradually, from the discreet residential entrance on 48th Street to the lounges, dining spaces, wine cellar, and spa that look out over the ice rink and the city. We drew on the craftsmanship and the geometric, Art Deco language of Rockefeller Center and translated those references through warm woods, stone, bronze, plaster, and an incredible art collection. The result feels layered and collected over time, like the quintessential New York residence."
Guestrooms Rooted in Rockefeller Center's Architecture and Energy
For the guestrooms and suites, Pierre & Co. drew on the geometry and aspiration of Rockefeller Center, filtering the era's Art Deco style through a restrained, contemporary lens. The result is design that is deliberately timeless, rather than overtly period-driven, balancing clean architectural lines with softened curves, layered materials, and a refined palette.
Warm neutral colors, natural materials, and subtle architectural details invite the guest into a space that is simultaneously calming and enduringly elegant. Pierre & Co. selected a softer persimmon tone as an accent color, inspired by the curtains of Radio City Music Hall, to bring depth and theatricality to the rooms without overwhelming the composition.
The Presidential Suite extends the same design language on a greater scale, with deeper burgundy accents, rich stone selections, and a primary bathroom defined by curved marble walls. This deeply luxurious suite feels true to the Nell Hotels brand while still unmistakably New York.
"We spent a lot of time thinking about how people would actually experience these rooms," said Pierre Josselin, founder of Pierre & Co. "A guest might have breakfast at the table in the morning, take a call from the desk, get ready for dinner, or simply come back at the end of the day and want to switch off. We wanted every element to feel considered and purposeful, but never over-designed. The goal was to create rooms that feel unique, yet natural and comfortable from the moment you walk in — spaces where everything has its place, and where the details gradually reveal themselves throughout your stay."
The Nell New York represents the first New York expression of Nell Hotels, a collection founded on the legacy of The Little Nell in Aspen and guided by a commitment to creating hotels that feel deeply personal, culturally connected, and impossible to replicate elsewhere. Across the brand, the guest experience is shaped by four defining pillars: creating a sense of home, unveiling distinctive access, engaging with intention, and sparking après energy.
For more information, please visit nellhotels.com.
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Nell Hotels Image Gallery HERE (credit the photographer listed, and if there is none, credit Nell Hotels)
ABOUT NELL HOTELS
Nell Hotels is a collection of distinctive luxury hotels and residences united by a shared commitment to warm, intuitive hospitality, cultural connection and unparalleled access. Founded on the legacy of The Little Nell in Aspen, Colorado, the portfolio includes The Little Nell, Aspen's only Five-Star, Five-Diamond ski-in/ski-out hotel; the Residences at The Little Nell; and The Nell New York, opening in 2027 as the first hotel within Rockefeller Center and New York City's only Relais & Châteaux property.
At each Nell Hotels property, the guest experience is guided by four defining pillars: creating a sense of home, unveiling distinctive access, engaging with intention and sparking après energy. Rooted in the belief that true luxury is defined by familiarity, Nell Hotels creates deeply personal experiences that make guests feel welcomed, recognized and connected to the destinations they visit. For more information, visit https://www.nellhotels.com/.
ABOUT ROCKWELL GROUP
Rockwell Group is a multidisciplinary architecture and design firm that balances creativity, innovation, and thought leadership with every undertaking. Headquartered in New York City, with offices in Los Angeles and Madrid, the firm was founded in 1984 by David Rockwell, FAIA, and merges performance and architecture to create extraordinary experiences and built environments across the globe. Projects include W Hotels (Hollywood, New York-Union Square, and Naples); Nobu hotels and restaurants worldwide; Four Seasons (Mykonos and Lisbon); EDITION Hotels (New York, Riviera Maya, and Red Sea); Brasserie Boulud and La Tête d'Or by Daniel Boulud (New York); COTE 550 and Bar Chimera at 550 Madison (New York); The Eighty Six (New York); Skywalker Grill at the Lucas Museum of Narrative Art (Los Angeles); and The Hand & The Eye (Chicago). Honors include the AIANY President's Award; a Cooper Hewitt National Design Award; a Tony Award for Best Scenic Design for She Loves Me; two Emmy Awards for the Oscars; the Presidential Design Award; the James Beard Foundation Who's Who of Food & Beverage in America; Architectural Digest's AD100 Hall of Fame; Interior Design's Icon Award; inclusion in Wallpaper* Magazine's USA 400; and Elle Decor's A-List. Rockwellgroup.com | @rockwellgroup
ABOUT PIERRE & CO.
Pierre & Co is a boutique full-service design studio specializing in luxury hospitality. Pierre Josselin founded Pierre & Co in 2022, out of a passion and desire to put the focus back in design and craftsmanship. With over 25 years of experience Pierre adds value by leading a team of qualified and experienced designers, making the process easy and straight forward, maximizing value and revenue. Creative and strategic thinkers, problem solvers, crafters of impactful and memorable spaces, Pierre & Co has collaborated with brands such as Fairmont, The Ritz-Carlton and Waldorf Astoria.
ABOUT ASPEN ONE
Aspen One renews the mind, body, and spirit with a portfolio that redefines luxury, adventure, and leisure. With world-class and innovative brands and businesses, including Aspen Skiing Company, Aspen Hospitality, and Aspen Ventures, Aspen One propels the expansion of the Aspen ethos globally.
Whether it's Aspen Skiing Company providing unforgettable experiences at the confluence of nature, culture, and recreation across its four legendary mountains—Aspen Mountain, Snowmass, Aspen Highlands, and Buttermilk; or Aspen Hospitality elevating guest experiences in unforgettable ways by developing, owning, and operating a growing set of luxury and upper-scale hotels, private clubs, and branded residential properties in prime locations under Nell Hotels and Limelight brands; Aspen One is deeply committed to providing unparalleled service, creative programming, community engagement, and unique opportunities for exploration. The company's commitment to innovation is central to its evolution, including Aspen Ventures' amplification of the Aspen brand globally through new business lines that embody its values and heritage such as Aspen Collection.
For 80 years, the Aspen brand and community has pointed its compass toward new paths, people, and possibilities—and today, as Aspen One, the future is limitless. The company is a leader in sustainability and advocacy, with a legacy of modeling leading-edge solutions and changing policy locally and globally. As a collection of brands driven by tightly held core values, Aspen One aims to inspire a better world. For more information, visit www.aspen.com.
SOURCE Aspen One
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