by Jeff Toscano
In fall 2027, a new chapter begins for The Little Nell. After more than three decades of defining mountain luxury, the brand will open a sister property in New York City. Located at 10 Rockefeller Plaza, The Nell New York will feature 134 rooms and suites, a restaurant, spa, and wine cellar.
Bringing The Nell to Manhattan is both an exciting opportunity and a meaningful responsibility. While the settings may differ—snow-capped peaks exchanged for skyline views—our commitment remains unchanged: thoughtful design, precise service, and experiences that foster genuine connection.
This expansion represents a pivotal milestone. Known for its understated elegance and deeply loyal following, the Aspen flagship has long attracted discerning travelers who value authenticity, craftsmanship, and service that feels personal rather than performative. This expansion introduces that distinctive ethos to a new audience—global travelers who seek sophistication without excess, and luxury defined as much by warmth as by design.
The Nell New York will be the first hotel to open in Rockefeller Center.
Few locations could better represent The Nell’s New York debut. 10 Rockefeller Plaza sits at the heart of Midtown. Guests will find a haven amid the energy at The Nell New York—and atmosphere of calm, privacy, and thoughtful care.
While Aspen will always remain the brand’s spiritual home, The Nell’s debut in New York adds a powerful new dimension to its portfolio. It is not a departure from its origins, but a natural extension delivering The Nell’s signature residential-style interiors, deeply knowledgeable staff, and unparalleled access to extraordinary experiences.
When The Nell New York welcomes its first guests in fall 2027, it will do so with the same philosophy that has guided the brand for more than 30 years: build with care, serve with intention, and create spaces where connection thrives.