First Look: 1225 Broadway, Future 40-Story Virgin Hotel

Current structure at 1205 Broadway; future Virgin Hotel, image via Lam Group

YIMBY has the first look at the new Virgin Hotel, courtesy of a tipster; the project is the brand’s first foray into the New York market, and John Lam of the Lam Group is developing. The site is located at 1205-1225 Broadway, between 29th and 30th Streets.

Images come without any leak of a connected architect, but the design looks to be significantly more attractive than typical new hotels in the neighborhood — though given its location on Broadway, the site is too prime for anything unsightly. A more detailed look at the podium reveals a dynamic and partially cantilevered retail base, which will activate a through-block lot that is currently of no pedestrian value.

Base of the Virgin Hotel, at 1225 Broadway

Base of the Virgin Hotel, at 1225 Broadway, image by via Lam Group

The hotel will span 300,000 square feet, while the podium will measure 100,000 square feet. While the “Virgin” branding will likely be a significant draw in and of itself, the retail will be the most important part of the development, and the scale of the project will be much larger than typical buildings on Broadway.

The Virgin Hotel will stand approximately 40 stories tall, which is enough for local prominence, but will leave the building undistinguished on the overall skyline. Significant height has spread south to 23rd Street, and considering more generous zoning for the neighborhood would be appropriate, especially as it is one of the most centrally-located areas of Manhattan.

1225 Broadway’s current structure has a storied past, but demolition is apparently imminent, and the transition to hotel is another milestone for NoMAD, which continues to evolve into a destination for New Yorkers and tourists alike. Per the tipster, construction is slated to begin in mid-2015.

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Posted in 1205 Broadway | 1225 Broadway | Architecture | Hotel | LAM Group | Midtown | New York | NoMad | Sam Chang | Uncategorized | Virgin Hotels