NEW YORK—A partnership between ASRR Capital, Alex Sapir and Rotem Rosen’s publicly traded Israeli Company, and Gerard Guez has launched a new independent luxury property, Nomo SoHo.
Formerly known as the Mondrian SoHo and located at 9 Crosby St. in downtown Manhattan, Nomo SoHo, which is in the process of transitioning management, will pay homage to its historic neighborhood while bringing a distinctively modern hospitality experience to Manhattan, according to the hotel.
As an abbreviation for “nostalgic + modern,” the term Nomo attempts to sit at the intersection of vintage and cutting edge, both associated with the style of its location, according to the hotel. The property and its namesake celebrate the original spirit of the area—known for its artistic origins, cast iron architecture and cobblestone streets—while blending the culture and fashion of today’s digital age.
Completed in 2012, the property was purchased by a partnership between fashion mogul and Buddha Bar founder Guez and the real estate group ASRR Capital LTD in early March.
The 263-room hotel will be part of Preferred Hotel & Resorts’ Lifestyle collection. Its acquisition by ASRR Capital is part of the organization’s decision to expand their luxury hospitality portfolio. Graham Leslie, head of hospitality and Nomo SoHo’s CEO, will oversee the hotel’s transformation, property management and relaunch.
“The acquisition of Nomo Soho marks an exciting time for ASRR Capital. This gem of a property will be inspired by the diverse creative types who stay, work and play in this neighborhood,” Leslie said. “With our guests’ progressive personalities and styles in the forefront of our minds, we’re eager to revamp the experience into a curated environment for all who walk through our doors.”