The Manner is set to open in Fall 2024 in SoHo NYC

Launching in autumn 2024 by the same visionary minds behind The Standard Hotel, the latest property promises a luxurious retreat amidst the vibrant and bustling Manhattan neighbourhood

Standard International Holdings, the hospitality group renowned for its playful and social hotels is taking a sophisticated turn with its newest project, The Manner. Launching in autumn 2024, in Soho, New York City, the newest property swaps the brand’s signature cool for an intimate and refined hospitality experience.

Nestled amidst SoHo’s historic lofts, boutiques and galleries, The Manner’s understated elegance belies a thoughtful approach to luxury. Rising 12 floors above the vibrant neighbourhood, the hotel boasts 97 rooms and suites, each designed by the renowned Hannes Peer, in collaboration with Standard International’s in-house design team.

The Manner’s true heart lies in its curated experiences. Here, chef Alex Stupak helms four distinct culinary concepts, including a street side seafood haven The Otter and a cocktail bar Sloane’s. For guests seeking an even more exclusive experience, The Apartment and The Rooftop offer private sanctuaries reserved for guests. The latter is set to open in Spring 2025.

While the latest property shares a lineage with The Standard Hotels, it carves a distinct path that departs from the brand’s established identity. SoHo’s newest resident is designed for the discerning traveller who appreciates impeccable service, thoughtful design and intimacy.

Above The Manner's entrance

The Manner's entrance

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In anticipation of the exciting launch, Tatler Singapore reached out to the executive chairman of Standard International Amar Lalvani to share more about the upcoming property. Below, he shares more on The Manner’s unique offerings, partnership with Hannes Peer and more.

Standard International is known for its trendy and social hotel experiences. How will The Manner differentiate itself from this existing brand identity?
The Standard has always focused on creating vibrant social experiences for the local community, and giving our guests access into that world. With The Manner, we turn that on its head. The Manner is a discreet, intimate stay experience focused on the in-house guests and their particular needs and desires. The Manner feels like you are staying at a dear friend’s home. A dear friend that has impeccable taste in design, food and drink. Where The Standard can be quite bold and often irreverent in its approach to hospitality, The Manner is highly refined in its sensibility. It feels more like a private club or residence than a hotel.

How did the partnership with Hannes Peer influence the hotel’s design aesthetic compared to Standard’s usual style?
Hannes is an absolutely brilliant designer. He happens to hail from the same part of the world (Dolomites, Italy) as our chief design officer, Verena Haller, and their partnership has been seamless. Hannes brings incredible training as an architect but is also a designer and fine artist. One of the reasons we chose to work with Hannes is his focus on highly refined Milanese residential design which you will see in the quality and choice of materials, fabrics, textures, and custom and vintage furniture throughout the property.

Above Executive chairman of Standard International Amar Lalvani

Executive chairman of Standard International Amar Lalvani

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You describe The Manner’s hospitality as “discreet, refined, generous”. Can you elaborate on how this will be implemented in guest interactions with staff?
The Manner is nestled on a beautiful tree-lined street in SoHo. In close proximity to, but hidden away from, the hustle and bustle of all the luxury retail shops that have taken over much of SoHo. The building itself sits midblock amidst the residential buildings on the street so when you stay with us, you really feel like a local resident.

The rooms are little oases with beautiful warm colours, Hannes Peer designed chandeliers, full wall-length mirrors and a focus on the acoustics of the room with a built-in sound system, and a selection of books from The Manner’s collection. In terms of generosity, like at a friend’s home, you will not feel nickel and dimed. Your mini-bar will be stocked with unlimited still or sparkling water and your favourite cocktail, with no additional charges for wifi or late checkouts, and we will have lovely snacks available throughout the day in our guest-only Apartment space on the second floor.

Can you describe the ideal guest you envision for this new luxury hotel and how they differ from the typical Standard Hotels guest?
Quite honestly, I live less than ten blocks away from the hotel and designed it for myself. Not literally for myself, of course, but for whom I believe is the next generation of luxury travellers. While I love hotels, some of my best stays ever are in the home of a dear friend because a home is intimate, welcoming, and generous.

The Manner is for those guests who have an aversion to pretension and are not looking to show off, be waited on hand and foot or show off their 6-star experiences on Instagram. They are people who understand quality and craftsmanship, fine food and drink, and most importantly deep and meaningful relationships. The Manner is the backdrop for those who value enjoying such experiences in a stunningly beautiful but understated manner.

Above Launching in Fall 2024, in Soho, New York City, the newest property swaps the brand’s signature cool for an intimate and refined hospitality experience

Launching in Fall 2024, in Soho, New York City, the newest property swaps the brand’s signature cool for an intimate and refined hospitality experience

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Why was SoHo chosen as the location for The Manner?
With its beautiful cast iron architecture, galleries, shops, restaurants, nightlife and charming streets, there is no place like SoHo. It has been the epicentre of New York’s downtown cultural scene for decades. Beginning in the 1960s, SoHo became a place where artists could find enough space in the large formerly industrial loft spaces where they could do their work and then show their work at the galleries below.

While the area has changed a lot and many of the artists and galleries have been replaced by luxury apartments and retail, there remains a vibrant community of creative people who live and work in beautiful light-filled loft spaces, beautifully appointed, yet largely unseen by the public. If you ever get invited into such a residence, you are instantly enamoured with neighborhood and a space that can inspire such a creative life. The Manner gives our guests a little glimpse of what that would be like.

Looking ahead, does Standard International see The Manner as a potential springboard for a new brand collection of similar luxury hotels?
One step at a time. The only task at hand is to create a place people fall in love with. There are new announcements all the time about new hotel brands launching with plans for 100 hotels. I have been in the business a long time and I know it takes humility and patience to even create one amazing place. And if we can accomplish that, the rest will follow as they should.