ASRR Capital has partnered with Gerard Guez to launch a new independent luxury hotel, the NOMO SOHO, after acquiring the Mondrian SoHo.
Located in downtown Manhattan, the NOMO SOHO is a rebranding of the Mondrian SoHo, which is currently transitioning management. The original Mondrian SoHo property was completed in 2012 and purchased by Gerard Guez and ASRR Capital last month in an endeavor to expand the partnership’s luxury hospitality portfolio.
The hotel’s name is an abbreviation for “nostalgic + modern,” which defines the hotel’s aesthetic mission to embody the vintage, yet contemporary feel of its location.
The 263-room hotel is slated for inclusion in Preferred Hotel & Resorts’ lifestyle collection. Graham Leslie, NOMO’s head of hospitality and CEO, will oversee the total rebranding, including the relaunch of the property and its management.
“The acquisition of NOMO SOHO marks an exciting time for ASRR Capital,” says Leslie. “This gem of a property will be inspired by the diverse creative types who stay, work, and play in this neighborhood. 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.”
