Today, the Virgin Hotel New York breaks ground in the NoMad neighborhood of New York City. Located on the
southwest corner of 30th Street and Broadway the 39-story, 500,000 SF 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 SF
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 SF 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 floor.
"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 states, "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.