The Manhattan hotel will introduce Tao Group Hospitality dining concepts, oversized guestrooms, a rooftop pool and lounge, and a dedicated Wellness Penthouse to Park Avenue South
NEW YORK, NY (July 28, 2026) - Viceroy Hotels & Residences, the global luxury hospitality brand known for its design-forward, culture-led hotels, proudly announces Viceroy Park Avenue, the brand’s highly anticipated return to New York City and a flagship moment in Viceroy’s next chapter of growth and excellence. Set to welcome guests in December 2026 the hotel will be located at the corner of Park Avenue South and 29th Street in the heart of Manhattan’s NoMad neighborhood. Viceroy has partnered with Tao Group Hospitality to lead the hotel’s food and beverage programming. The hotel will feature thoughtfully designed accommodations with interiors by Meyer Davis Studio, a rooftop pool and lounge, dynamic meeting and event spaces, a spa and wellness spaces designed for both travelers and local guests, and four presidential suites.
The opening of Viceroy Park Avenue marks a strategic milestone for Viceroy as the brand enters its next chapter, expanding its presence across both emerging and established luxury markets while advancing a more experience-driven approach to hospitality. The project is a joint real estate venture between Viceroy’s parent company, Highgate, Tao Group Hospitality, and BGO. Rooted in discovery, creativity, and emotional connection, Viceroy Park Avenue reflects the brand’s evolved vision of culturally connected hospitality designed to engage guests more deeply with the energy and spirit of each destination.
“New York remains one of the most attractive and enduring hospitality markets in the world, and Viceroy Park Avenue reflects our conviction in the city’s long-term growth and global appeal,” said Matthew Cervino, Managing Partner, BGO. “By combining a premier location, differentiated luxury offerings, and best-in-class operating partners, we believe this investment is exceptionally well-positioned to deliver lasting value for our clients while setting a new standard for luxury hospitality in one of the world's most dynamic destinations. We are excited to help bring a new landmark hospitality experience to Park Avenue South.”
A New Vision for Luxury Hospitality
Viceroy Park Avenue enters the Manhattan luxury hotel market at a time when travelers are increasingly seeking hotels that combine design, dining, wellness, and social programming within one destination. With larger room sizes, integrated wellness offerings, and a partnership-driven food and beverage strategy, the hotel has been designed to appeal to both international travelers and New Yorkers seeking hospitality experiences connected to the surrounding neighborhood.
Set moments from Madison Square Park, Flatiron, Midtown, and downtown Manhattan, Viceroy Park Avenue will place guests within immediate reach of the city’s most celebrated galleries, shopping, and cultural institutions, while offering a sense of retreat above it all. In keeping with Viceroy’s evolving approach to hospitality, the hotel’s story will be shaped alongside the local communities, makers, and cultural tastemakers who bring New York City to life.
“Viceroy Park Avenue represents an exciting milestone for our brand and a natural next step, as we continue shaping a more thoughtful, experiential approach to luxury hospitality,” said Arash Azarbarzin, CEO of Viceroy Hotels & Residences. “Today’s travelers are looking for moments that feel authentic, personal, and connected to the places they visit. With Viceroy Park Avenue, we are creating a hotel that reflects the energy and cultural spirit of New York City while delivering a style of hospitality that feels refined yet relaxed, elevated yet human. New York is one of the most important hospitality markets in the world, and our return to the city is an important step in the continued growth of the Viceroy brand.”
Viceroy Park Avenue joins a growing portfolio that includes The Observatory Sun Valley, A Viceroy Resort, slated to open in Fall 2026 in Sun Valley, Idaho, bringing the brand to one of the United States’ most iconic mountain destinations. Additional hotel and residential projects in Playa del Carmen and Puerto Vallarta, Nashville, Austin, Ft. Lauderdale, Clearwater Beach, Puerto Rico, and the Hudson Valley further reflect Viceroy’s continued strategic expansion across both established and emerging luxury markets. The brand’s recent growth includes the opening of Viceroy at Ombria Algarve in Portugal and Viceroy Residences Brickell, as well as partnership with African Bush Camps on three safari lodges in Botswana and Zambia.
Inspired Accommodations
Designed by internationally acclaimed interior design firm Meyer Davis Studio, Viceroy Park Avenue will feature 252 guestrooms and suites, including four presidential suites—three 18th floor specialty penthouse suites ranging from 755 square feet up to 2,100 square feet, and a one-of-a-kind duplex suite boasting 2,000 square feet of living and entertaining space. Guest rooms will rank among Manhattan’s more spacious luxury offerings, pairing warm wood tones, textured stone, layered lighting, and custom furnishings intended to create a quieter, more residential atmosphere above the city streets.
Destination Dining and Curated Experiences
Dining at Viceroy Park Avenue will be a defining pillar of the guest experience with restaurant and bar programming developed in partnership with Tao Group Hospitality, bringing a vibrant and sophisticated energy to the destination. The hotel will feature a signature ground-floor restaurant and café evoking intimacy and refinement, alongside a placemaking penthouse-level rooftop with an outdoor pool, pool bar, cocktail lounge, and social spaces set against the New York City skyline.
With over 15,000 square feet of dynamic spaces available for private events, Viceroy Park Avenue is poised to become a premier destination for weddings, corporate events and social gatherings. Three dedicated event spaces were designed with flexibility in mind, allowing for rooms to be used individually or combined to accommodate larger occasions, and food and beverage venues throughout the hotel serve as an elevated backdrop for both intimate and larger social gatherings. Event groups will also have the option of incorporating Tao Group’s exclusive culinary programming.
“Viceroy has built a reputation for delivering distinctive luxury hospitality experiences, and we’re excited to partner with such an iconic brand,” said Noah Tepperberg, Co-CEO of Tao Group Hospitality. “We look forward to bringing our expertise in hospitality and dining to the property and creating compelling food and beverage experiences for both guests and locals alike.”
An Urban Wellness Retreat
Underscoring the brand’s philosophy of presence as the foundation of wellbeing, Viceroy Park Avenue will introduce wellness-driven spaces and programming centered on restoration, balance, and connection. Located on the hotel’s third floor, guests will find a dedicated spa and fitness center designed as a calming retreat from the energy of New York City, featuring four treatment rooms, a sauna, steam room, cold plunge, and a state-of-the-art fitness center outfitted with Technogym equipment and advanced wellness technology. Among the hotel’s most distinctive accommodations will be a 2,100 square foot Wellness Penthouse. Designed to accommodate the growing demand for in-room wellness amenities and private recovery experiences, the suite will feature wellness offerings throughout, including a private infrared sauna, cold plunge, fitness equipment, and recovery technology, and will also include an indoor fireplace and outdoor terrace.
For more information visit: viceroyhotelsandresorts.com/park-avenue and follow us at @viceroyparkavenue
Viceroy Hotels & Residences is a global luxury hospitality brand offering immersive stays shaped by discovery, creativity, and a strong sense of place. Each destination is designed to reflect the culture, energy, and spirit of its surroundings, from vibrant urban cities to far-flung resort escapes, creating experiences that feel both distinctly local and unmistakably Viceroy. Through thoughtful design, intuitive service, destination-driven dining, and culturally connected programming, Viceroy invites guests to engage more deeply with the world around them and experience travel in a more meaningful way. The Viceroy portfolio includes hotels, resorts, and residences in Algarve, Portugal; Los Cabos and Riviera Maya, Mexico; Snowmass, Colorado; St. Lucia, West Indies; Kopaonik, Serbia; Santa Monica, California; Chicago, Illinois; and Washington, D.C., with additional hotel and real estate destinations in development globally. Viceroy is a member of the Global Hotel Alliance (GHA) DISCOVERY, a unique loyalty program offering exclusive benefits and experiences to its members at over 550 hotels around the world.
For more information, visit viceroyhotelsandresorts.com and follow @viceroyhotels on social media.
Highgate is an industry-leading hotel management, investment and development company and the dominant player in major U.S. gateway cities including New York, Boston, Miami, San Francisco and Honolulu, with a growing footprint in Europe, the Caribbean and Latin America. The hospitality forward company provides expert guidance through all stages of the property cycle, from planning and development through recapitalization or disposition. Highgate has a proven record of developing its diverse portfolio of bespoke lifestyle hotel brands, legacy brands, and independent hotels and resorts with contemporary programming and digital acumen. The company utilizes industry-leading revenue management tools that efficiently identify and predict evolving market dynamics to drive outperformance and maximize asset value. With an executive team consisting of some of the most experienced hotel management leaders, the company is a trusted partner for top ownership groups and major hotel brands.
Tao Group Hospitality delivers distinctive culinary and premium entertainment experiences through its portfolio of restaurants, nightclubs, lounges, and daylife venues, including TAO, OMNIA, Marquee, LAVO, Beauty & Essex, Cathédrale, Little Sister, The Highlight Room, Sake No Hana, KOMA, Avenue, Fleur Room, JEWEL, and more. Led by Co-CEOs Noah Tepperberg and Jason Strauss, the company combines over 25 years of industry experience with innovation and creativity to set the standard for guest experiences. Tao Group Hospitality is part of Mohari Hospitality, an investment firm focused on the luxury lifestyle and hospitality sectors.
BGO is a leading, global real estate investment management advisor and a globally-recognized provider of real estate services. BGO serves the interests of more than 750 institutional clients, and had, together with Bell Partners Inc., which was acquired by Sun Life and combined with BGO on July 2, 2026, approximately US$100 billion of assets under management (as of March 31, 2026) and expertise in the asset management of office, industrial, multi-residential, retail and hospitality property across the globe. BGO has offices in more than 25 cities across twelve countries with deep, local knowledge, experience, and extensive networks in the regions where we invest in and manage real estate assets on behalf of our clients in primary, secondary and co-investment markets. BGO is a part of SLC Management, the institutional alternatives and traditional asset management business of Sun Life.
For more information, please visit www.bgo.com
Global Hotel Alliance (GHA) is the world’s largest alliance of independent hotel brands with 45 brands and 850 hotels in 100 countries. Its award-winning loyalty programme—GHA DISCOVERY—provides 30 million members recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay. GHA DISCOVERY generated US$2.7 billion in revenue and 11 million room nights in 2024. Through membership in GHA, brands expand their global reach, drive incremental revenue and reduce dependence on third-party channels, all while maintaining management independence and individual positioning.
For more information, visit globalhotelalliance.com or ghadiscovery.com
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