ROW NYC

Opening festivities include a Welcome Back to NYC happy hour at Percy All Day and the debut of nyce things, ROW NYC's new lobby retail concept featuring NYC-inspired merch. Located at 45th Street and Eighth Avenue, the hotel puts guests steps from Broadway, major transit, and iconic city attractions, a natural base for visitors and New Yorkers alike.

What's New at ROW NYC

Percy All Day — Now Open

Anchoring the lobby is Percy All Day, a 90-seat day-to-night café and bar designed to move with the cadence of the city, giving ROW guests and New Yorkers a front-row seat to Midtown's energy from the moment they walk through the door. From morning through late night, Percy All Day evolves across three distinct moments:

• Breakfast: Kicks off with espresso, croissants, avocado toast, and bagels — quick bites done right.
• Market: Open all day, the Market offers comfort classics, a selection of sandwiches, Focaccia Pizza, and sweets.
• Neighborhood Bites: Come evening, the bar takes center stage with creative cocktails, local pours, and a bites menu featuring Deviled Eggs with Bacon Jam, Wild Mushroom Crostini, Wagyu Sliders and more.

Nyce Things — Lobby Retail Concept

ROW NYC introduces nyce things, a curated lobby retail concept offering NYC-inspired keepsakes and essentials, including tote bags, baseball caps, water bottles and T-shirts. The brand identity features a lowercase typographic direction inspired by Milton Glaser's iconic "I ♥ NY" logo aesthetic, reinterpreted for a modern New York sensibility.

Lobby Programming & Art Direction

The redesigned lobby is being activated as a layered, evolving cultural space. This includes a floor-to-ceiling mural by NYC local visual artist and muralist Bryce Wymer, intended to feel immersive, social, and distinctly New York. Lobby programming includes a rotating calendar of events and activations, such as weekend DJ sets at the top of the stadium seating and curated viewing parties on a pull-down screen spanning sports, film, and cultural events.