NEW YORK | 1205-1227 Broadway | 476 FT | 38 FLOORS


Virgin Hotel To Soar 38 Stories in NoMad [Updated]


A new Virgin Hotel, slated to open in a couple of years on the block front on Broadway from 29th to 30th Streets, will be a VOA Associates-designed glass building rising 38 stories, Commercial Observer has learned.

The 440,000-square-foot hotel, developed by Lam Group, will have 489 rooms, three restaurants, banquet space and 100,000 square feet of retail, said Keith Lam, managing director of construction at Lam Group.

The retail will be on the first four floors, with the fourth floor including 12,000 square feet of outdoor space for a restaurant tenant to lease.

In 2011 and 2012, the Lam Group bought the adjacent 1227 Broadway, 1225 Broadway and 1205 Broadway, across from the trendy Ace Hotel, for $88 million.

“We’re Chinese and the 8 number is a lucky number,” Mr. Lam said.

At one point, the firm had considered constructing two different hotels on the parcels, but now it will be one big Virgin Hotel.


This appears to be the retail base.


First Look: 1225 Broadway, Future 40-Story Virgin Hotel


Current structure at 1205 Broadway; future Virgin Hotel, image via Lam Group

YIMBY has the first look at the new Virgin Hotel, courtesy of a tipster; the project is the brand’s first foray into the New York market, and Sam Chang of the Lam Group is developing. The site is located at 1205-1225 Broadway, between 29th and 30th Streets.

Images come without any leak of a connected architect, but the design looks to be significantly more attractive than typical new hotels in the neighborhood — though given its location on Broadway, the site is too prime for anything unsightly. A more detailed look at the podium reveals a dynamic and partially cantilevered retail base, which will activate a through-block lot that is currently of no pedestrian value.

Base of the Virgin Hotel, at 1225 Broadway, image by via Lam Group

The hotel will span 300,000 square feet, while the podium will measure 100,000 square feet. While the “Virgin” branding will likely be a significant draw in and of itself, the retail will be the most important part of the development, and the scale of the project will be much larger than typical buildings on Broadway.

The Virgin Hotel will stand approximately 40 stories tall, which is enough for local prominence, but will leave the building undistinguished on the overall skyline. Significant height has spread south to 23rd Street, and considering more generous zoning for the neighborhood would be appropriate, especially as it is one of the most centrally-located areas of Manhattan.

1225 Broadway’s current structure has a storied past, but demolition is apparently imminent, and the transition to hotel is another milestone for NoMAD, which continues to evolve into a destination for New Yorkers and tourists alike. Per the tipster, construction is slated to begin in mid-2015.


August 18 2014



Sneak Peek at What Virgin New York Will Look Like

The 38-story hotel will go up at 30th and Broadway, smack dab in the middle of the oh-so-ho NoMad neighborhood. It will also be very close to the hotel that spurred the comeback of this random, in-between area–the Ace New York.

Now, is it just us or does this look like a USB flash drive plugged into the ground? #justus #butyoutotallyseeitright?

The Virgin is promising 475 guest rooms, with additional “concept suites” as well as a rooftop bar and an outdoor pool and spa. Downstairs will be some high-end retail which sounds interesting since the area is mostly known for its low-end retail. And we can expect some of the special perks that Virgin hotels are touting such as free and fast WiFi and minibar items at street prices.

VOA Architecture will serve as both architect and interior designer, while The LAM Group is the developer behind it. Yaddi, yaddi, yadda. Here’s a different shot of what the hotel will look like, including the retail shops.

Sadly, the hotel won’t break ground for a few more months which means the opening isn’t expected to happen until 2017.


New Look: The Virgin Hotel, 1225 Broadway


Virgin Hotel, 1225 Broadway, image from VOA Architects

YIMBY featured a first glimpse of the Virgin Hotel back in August, and we previewed the base of the structure back in November. Now, we have more renderings of the 38-story and 460-room tower in its entirety (and at night!), thanks to designer VOA Associates.

The building’s most significant contribution will be at the street level, where 100,000 square feet of retail will activate a block of Midtown South that has long been forlorn.

Virgin Hotel, 1225 Broadway, image from VOA Architects

While Broadway has seen several new hotels open in recent years, the most prominent changes to NoMad will sprout to the east, at the intersection of 30th Street and Fifth Avenue, which will mark the new epicenter of Midtown South’s skyline. Proposals are in the works for three out of four corners, with each future tower likely set to stand over fifty stories tall.

The average height of luxury residential towers in the vicinity has seen a rapid increase, but hotels have remained fairly restrained in height, with the tallest generally topping out around the 400-foot mark. 1225 Broadway will stand 476 feet tall — hardly short, it will still be relatively visible from the surrounding neighborhood, which is dominated by pre-war mid-rises and the backdrop of the Empire State Building.

Around the corner on the same block, FXFowle is designing another 24-story tower at 846 Sixth Avenue, which Alchemy is developing. With demolition of the old structures on 1225 Broadway’s site wrapping up, that could leave the block bound by Broadway, Sixth, 29th, and 30th Streets in a perpetual state of construction until 2018 or so.

But once all the work is complete and this currently-underbuilt stretch of Midtown is brought to its potential, it should become quite the draw, especially given the scope of the Virgin Hotel’s retail component. The LAM Group is developing.


It appears that work is about to start.Uploading image.jpg…


Equipment on site today!


High res rendering:

VOA, the Lam Group and Virgin Hotels to celebrate groundbreaking of new NoMad hotel

The Virgin Hotel New York will break ground on September 26th in the NoMad neighborhood. Located on the southwest corner of 30th St. and Broadway the 39-story, 500,000 s/f tower is expected to open in 2018. VOA, the architect and interior designer, has been working closely with owner/developer the Lam Group and Virgin Hotels to create a dynamic new lifestyle hotel concept that will become an exciting destination for both travelers and locals.

Appealing to both the leisure and business traveler, the 465-key hotel will include approximately 30,000 s/f of amenities: banquet, meeting, conference and open workspace located in the cellar, multiple food and beverage outlets on the lower tower floors, rooftop skybar, expansive outdoor terraces, pool and spa, complemented by 90,000 s/f of retail.

Architectural Design

Virgin’s commitment to creating a new “lifestyle” hotel product required VOA to consider how their program should inform the architectural solution. The overall design is a selectively sculpted tower over a three level podium, maximizing the open-air program and providing ample amenity floors.

“The design of the tower was conceived from the inside out, taking cues from the hotel room guest floors. Efficiently cellular in nature, the tower originally dictated a simple building form. Deconstruction of this otherwise simple tower was achieved through selective massing being removed and reapplied to create a more interesting form and offer more corner rooms and greater views,” said Brian McFarland, a principal of VOA and the lead architectural designer on the hotel.

Both plan and structure also informed the expression of the façade. Major structural elements are located strategically along perimeter zones where daylighting was not required. Further accentuating the design is the tower cladding; a colossal scale mosaic of differing embossed stainless steel panels which visually elongate the building vertically, making it appear more slender. Extruding the reflective glazed areas out between the metal solids creates a reading of crystalline cubic solids emphasizing the three dominant hotel exposures.
VOA Architecture NY Managing Principal, Len Cerame said, ”The Virgin Hotel New York’s distinctive look is sure to play a key role in the NOMAD neighborhood’s transformation process.”

The breadth of the Broadway frontage – designed as a continuous surface of glass storefronts – will feature premier retailers.

Upon completion the Virgin Hotel will take its place as the northern anchor of Nomad. It will bridge the gap between southern Madison Square Park and the Flatiron district to Herald Square. With the comprehensive food and beverage offerings and large retail component, The Virgin Hotel will drive increased foot traffic and further invigorate this transforming neighborhood.


This area will be gorgeous in a few years.





Beautiful neighbors


Dec 14, 2015


Jan 4, 2016


Jan 14, 2016


Jan 22nd


Feb 11th


March 17th



Credit: Urbanvsmodernism