These 3 New Destinations Will Make You Totally Rethink Hotel Design

These Sydell Group properties—in NYC, D.C., and L.A.—are rewritingthe rules on inimitable style within the industry

TEXT BY MARY HOLLAND • JANUARY 29, 2018

Walking into the freshly unveiled Freehand New York hotel, it’s unmistakably a Freehand. Artsy and easygoing, with a quintessentially sophisticated New York sensibility, one thing you know for sure: You’re in New York. Another thing you’re certain about: It’s a Sydell Group property. This is something the Sydell Group (the same company behind NoMad and the Line) is undeniably good at, giving a hotel a bold identity and

an unequivocal sense of place. This same philosophy applies to Line DC and NoMad Los Angeles, another two hotels opened by the uber-cool hotel brand this year. Needless to say, all three hotels are in historic buildings (the company typically preserves old buildings) that were restored to their former glory.

The Freehand New York, which opened on Lexington and 23rd Street, is a showstopper from the moment you

The Freehand. Photo: Adrian Gaut / Courtesy Sydell Group

see the restored wood paneling in the lobby and the relief sculptures in the lounge to the when you step onto the rooftop and look out over Manhattan. Taking occupancy in the former George Washington Hotel, the bones of the building are still in mint condition and have been perfectly preserved thanks to Roman and Williams, who also designed the Freehand Los Angeles (which opened last year). In all of its 395 rooms, as well as some of the communal areas, the walls are lined with one-of-a-kind artworks and murals by selected artists from Bard College in the Hudson Valley. Then there’s the other thing that makes this hotel a showstopper: the price point. It’s affordable enough for those on a budget (rooms start at $129) but lavish enough for those in search of something more spectacular (like a penthouse).

Above and left: The Freehand. Photo: Adrian Gaut / Courtesy Sydell Group

In D.C., the 220-room Line, which is set in a 110-year-old church in the hip Adams Morgans neighborhood, is now open for business (following months of delay). Unlike the Freehand, the Line’s aesthetic is nothing like its sister property. Sure, it has that cool, culty Line feel, but the stately building, overhauled by Sydell Group in collaboration with New York–based INC Architecture & Design, could only belong in D.C.

Inside, the building’s older features like its vaulted ceilings, brass detailing, and copper entry doors have been maintained, while the original church organ pipes have been remixed into a surprisingly contemporary chandelier. To up the cool factor, the hotel has a live internet radio station, and in the coming weeks two highly anticipated hotel restaurants, Spike Gjerde’s A Rake’s Progress and Erik Bruner-Yang’s Spoken English, will open. These will almost certainly whet the appetites of foodies from across the country.

Right and below: The Line. Photo: Gary Williams / Courtesy Sydell Group

On America’s warmer West Coast, the NoMad Los Angeles is helping breathe even more life into L.A.’s rejuvenated downtown area. The first NoMad hotel outside of New York (the flagship property), the NoMad Los Angeles has a lot to live up to. Housed in the Neoclassical Giannini Place building (the former Bank of Italy), the 241 rooms were designed by Jacques Garcia and have a sophisticated Italian flair, with custom-designed furniture and freestanding tubs.

The lobby, with its restored blue-and-gold Italianate ceiling and majestic marble pillars, make this one of the grandest hotels on the block. Even grander still are its dining options. Chef Daniel Humm and restaurateur Will Guidara (of Eleven Madison Park), are behind the food and beverage program, which means expectations of this hotel living up to its sister property in New York will likely be met.

Above and right: The NoMad L.A. Photo: Benoit Linero / Courtesy Sydell Group