In New York, where a new, exciting opening occurs nearly every night, it takes a big one to draw the city’s famous names out of the house. So it says a lot that last Wednesday night, The Ned christened its arrival in NoMad with Gigi Hadid, Leonardo DiCaprio, Julia Fox, Evan Mock, and a performance by Robin Thicke that went into the midnight hours.
In a way, its buzz was a fait accompli: The Ned—which is part of the Soho House group—first opened its doors in London’s Financial District in 2017 to much acclaim due to its sprawling Cowshed Spa and celebrity-friendly reputation. By the time the brand set its sights on New York with an address at 27th and Broadway, it was already a familiar name among a set of transatlantic travelers.
But The Ned doesn’t rest on its laurels. Great care was taken in its second iteration, which houses a hotel and a private club as well as two public restaurants all housed in the historic Johnson building (or, the former NoMad Hotel). The club features a dazzling array of spaces: a marble-floored atrium complete with a stage for musical performances, a hunter-green-hued library that acts as a relaxing lounge by day and a bar by night, as well as a sprawling rooftop where brown-and-white umbrellas meld into the skyline of the Empire State building. Meanwhile, the hotel’s guest rooms follow a rich jewel-tone aesthetic, inspired by the Beaux-Arts architecture of the building and the 1920s style of the London original. “I wanted to make it glamorous—to have loads of atmosphere,” CEO and founder of Soho House Nick Jones tells Vogue. “Some people will use the club from early in the morning until late of night.”
On the ground floor is Cecconi’s, an Italian restaurant that serves a mean lobster pasta, prosciutto plate, and margarita pizza, as well as chic watering hole Little Ned’s. Native New Yorkers who spent much of the 2010s posted up at the NoMad bar will be pleased with this second go-around, which maintains much of its moody charm.
It’s just the first step into New York City for The Ned, which will open a second 190,000 square foot space in the New York Stock Exchange building come 2024. That property will include a pool, gym, wellness facilities and performance space, as well as several restaurants.
In due time, active members will have access to the New York Financial District clubhouse as well as the London property and whichever other branches open up across the globe—which, knowing Jones and co., will happen sooner rather than later.