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Now Now Hotel

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From the architects:

Nestled in the heart of Downtown Manhattan, this boutique hotel is a first-of-its-kind experience for curious minds seeking a deeper connection to the world around them. Envisioned as a sanctuary for solo travelers, the 180 sleeper cabins boast small footprints and high design, channeling the nostalgia of European train cars and the innovation of Japanese capsule hotels.

Spaces are a dreamscape of juxtapositions. The design mimics a portal—the line separating sleeping and waking, the space between reality and possibility, a passage to your next adventure. As guests cross into the lobby, they enter a world rich in earth tones and organic patterns. Textured glass elements obscure the view of the exterior, allowing the outside world to blur into the distance. The lobby features a striking interplay of rough, natural materials and smooth surfaces—a contrast that’s both dreamlike and grounded, evoking a sense of mystery and wonder. The design is meant to feel familiar, yet somehow new—like something out of a dream—to create a space that seems both timeless and unexpected.

Each guest cabin is a cocoon of comfort, featuring luxury linens, sleep accessories, and carefully curated technology rentals to refresh and recharge. The cabins are minimalist in size but sumptuous in detail, private and communal at once. Instead of a window, each lockable cabin has an open ceiling with specially designed acoustic baffles that encapsulate the room while allowing light and air to flow.

Designing the guest rooms presented a unique challenge: creating a space tailored to all types of travelers while utilizing every inch of space—all 32 square feet. The small scale meant custom-building every piece, including furniture and bespoke mattresses. Room flow was carefully orchestrated. Every need was considered: where to set down keys, where to hang a coat, how to store luggage, where to comfortably watch a movie. Thoughtful placement of charging stations ensures phones are always within reach, while secure spaces allow guests to lock away valuables for peace of mind. We created a space where getting ready for the day feels effortless—every detail designed with purpose.

We aimed to turn design challenges—like open ceilings—into immersive sensory experiences complemented by guest amenities. All cabins are equipped with sound machines, branded sleep masks and ear plugs, with noise-canceling headphones available too, to help guests tune into their own rhythms. A custom shade even covers the bed for total privacy. Plush robes await for your walk to the shower. While bathrooms are communal, they’re still sanctuaries for the senses. With soft lighting, textured materials, and calming design, these spaces evoke peacefulness, allowing guests to wash the day off and start anew. Every detail, from the selection of soap fragrances to the layout—with an open bank of sinks, but individually lockable toilets and showers—invites relaxation and rejuvenation, ensuring that even a shared experience feels personal and restorative. Other shared spaces from the lobby to the guest lounge encourage interaction; on the Connections Board, guests can leave notes, makes plans, and find kindred spirits.

This is more than a place to rest and recover. It’s a hotel room curated for how you experience the world. A gateway from reality to possibility. A place to be where you belong.

DESIGNED BY
Dovetail + Co
Islyn Studio
Photos by
Matt Kisiday
Location
NoHo, New York City
Category
Residential
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