Aspen Hospitality, a division of Aspen One, has announced plans to build the first and only hotel at Rockefeller Center as part of the rollout of its new luxury brand, Nell Hotels. The planned property, to be known as The Nell New York, is being positioned as a high-end hospitality offering within one of New York City’s most recognizable mixed-use destinations.
The Nell New York is scheduled to open in fall 2027. Upon opening, it is expected to be New York City’s only Relais & Chateaux property, adding another global luxury flag to the city’s lodging landscape while distinguishing the hotel within a competitive high-end market. The project marks a significant step in Aspen Hospitality’s strategy to establish the Nell Hotels brand in a flagship urban location.
The development represents an investment of more than $350 million and will be constructed within the existing 10 Rockefeller Plaza. Rather than ground-up construction, the 134-key hotel will be created by repurposing former space in the building, integrating hotel use into an established Rockefeller Center address. The reuse approach allows Aspen Hospitality and its partners to bring hospitality product into a historic complex that has traditionally been known for office, retail, entertainment, and public spaces.
EB Kelly, head of Rockefeller Center and senior managing director at Tishman Speyer, underscored the strategic importance of the hotel to the broader complex. Kelly noted that Rockefeller Center was built nearly a century ago as a “city within a city” and has long functioned as a distinctive destination in New York City for art, dining, culture, and community experiences. Kelly added that welcoming The Nell New York is viewed as completing the guest experience at Rockefeller Center by adding a dedicated lodging component to the existing mix of uses.
The hotel’s introduction comes as owners and operators of legacy mixed-use properties continue to refine their offerings to align with contemporary visitor expectations and demand for experiential environments. By integrating a luxury hotel within 10 Rockefeller Plaza and affiliating it with Relais & Chateaux, Aspen Hospitality is anchoring the Nell Hotels brand launch in a location that already attracts a global flow of visitors, workers, and tourists, while enhancing the on-site ecosystem at Rockefeller Center.
