Martha Washington Hotel to Become Redbury Hotel

LOS ANGELES—sbe, the Los Angeles-based lifestyle hospitality company that develops, manages, and operates award-wining hospitality venues, has announced the debut of The Redbury Hotel in New York City, slated to open Q1 2016. The CIM Group recently purchased the Martha Washington Hotel located at 29 East 29th St., and has brought on sbe Hotel Group to manage the existing 256-room destination and convert the property to the largest Redbury Hotel, in collaboration with The Redbury’s flagship photographer Matthew Rolston. As an extension of its long-standing relationship with the brand on behalf of its other properties within the Redbury Hotel and SLS portfolios, sbe Hotel Group has also brought The Redbury Hotel New York into membership of Preferred Hotels & Resorts, as the newest experience within the brand’s Lifestyle collection.

The Redbury Hotel New York’s guests and visitors will be able to experience amenities in partnership with sbe’s SLS Park Avenue, set to debut Summer 2016, whose close proximity allows for an elevated hospitality alignment between sbe’s two New York destinations. The association will also allow for curated meetings and events that share elements and venue options from both properties.

“We have had exceptional success with both Hollywood and South Beach and the artistic community in the emerging NoMad neighbourhood will provide the ideal backdrop for The Redbury’s introduction to New York City,” said sbe’s founder and CEO, Sam Nazarian. “The Redbury brand heritage is dictated by the cultural pulse of the city around it., sbe and Matthew Rolston have a deep and long-standing relationship and we are thrilled to be working together on this next journey as we continue to grow our long-term hospitality plans. We also couldn’t be more excited to work with Union Square Hospitality Group, as Danny Meyer is a world-class restaurateur and it has been our long time desire to work with Danny and his team.”

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The Redbury New York is adjacent to New York’s legendary center of pop music creation, known as ‘Tin Pan Alley.’ Incorporating elements of this narrative into the property’s design and guest experience, Rolston will partner with the design team behind both Redburys in Hollywood and South Beach, Dakota Development, and Avenue Interiors, to draw inspiration from the brand’s heritage and unique design concept, keeping the bones of the beloved Redbury.

According to Rolston, The Redbury’s creative director, “Even though my work is extremely diverse, the unifying factor has always been a strong sense of place and a special feeling of romance. I want guests to feel both stimulated and relaxed at the same time. That’s something we all crave, especially residents of and visitors to New York.”

The Redbury brand launched in 2010 in Los Angeles as a new hospitality category for sbe with a boutique design, authentic bohemian counter-culture, curated hospitality amenities and a soulful and engaging environment that is sophisticated, yet comfortable and inviting. The original concept was envisioned by Nazarian and Rolston. The curated experience features Rolston’s highly designed and richly atmospheric imagery, and has been awarded top recognition on Travel & Leisure IT List, Condé Nast Traveler—Hot List and USA Today’s Top 10 List & Hippest Hotel in LA.

Union Square Hospitality Group’s restaurant Marta will remain open on the property’s ground-floor level. Helmed by Executive Chef and Partner Nick Anderer, Marta draws inspiration from the rustic tradition of the Roman pizzerie—local haunts that churn out thin, crackly-crusted pizzas—and features a lively open kitchen with two wood-burning ovens and an open-fire grill.

Elevating guests’ stay at The Redbury New York will be access to sbe’s lifestyle loyalty program, THE CODE, providing exclusive entry and insider offers to sbe’s Hospitality Collection, including celebrated hotel, dining and nightlife destinations throughout Hollywood, greater Los Angeles, Las Vegas, and Miami.