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The Nobu hotel chain has joined forces with Asset World Corp (AWC), Thailand’s largest real estate group, to re-launch two hotels in New York and Bangkok under the Plaza Athénée name. With little or no apparent connection to the famous Parisian palace.
The Plaza Athénée is reborn in New York and arrives in Bangkok. A household name in the hotel world, but two initiatives that have no current connection with the prestigious Parisian palace on Avenue Montaigne, nor with its owner, the Dorchester Collection.
These forthcoming openings are the fruit of a collaboration between the Nobu hotel chain, founded by the eponymous businessman Nobu Matsuhisa, and the Thai real estate group AWC, who intend to “launch the world’s most outstanding hotels in the best strategic locations in New York and Bangkok under the Plaza Athénée brand“.
Leveraging AWC’s strength in real estate development, the two partners will develop in two buildings with rich histories in some of the world’s most visited cities.
The Thai group has purchased New York’s Plaza Athénée for 205 million euros. Closed since the pandemic, the building’s history dates back to the 1920s, and its past is closely linked to its Parisian namesake. Indeed, the establishment was bought 60 years later by the Forte group, which wanted to extend the prestige of the Avenue Montaigne palace to the Big Apple. The project never came to fruition, but was reborn from the ashes a century later by a new group.
This emblematic building is located in New York’s most chic and expensive district: the Upper East Side, between Park and Madison Avenue. Expected to open in 2026, the Plaza Athénée Nobu & Spa New York is set to offer 145 sleekly designed rooms, including suites with private terraces, both indoors and out. It will also feature a restaurant and rooftop, with exceptional views of the New York skyline.
Also scheduled for 2026, the Plaza Athénée Nobu Hotel and Spa Bangkok will occupy the walls of a historic site: the East Asiatic Company building. Located along the Chao Phraya River, the hotel will be complemented by a cruise ship. The latter will offer guests an immersive journey into the heart of Thailand, along the river, enabling them to discover other establishments and landscapes.
“We’re very excited to be developing these two unique projects. These hotels will offer the ultra-luxurious experience of the Plaza Athénée brand and the modern luxury blended with Japanese tradition of Nobu, the world’s most renowned lifestyle brand,” said AWC CEO Wallapa Traisorat.
Trevor Horwell, Managing Director of Nobu Hospitality, said he was “deeply grateful to AWC for entrusting us with the development of two of their most precious properties“.
A solid partnership, which reinforces the development strategy of both parties and adds to a busy list of future establishments in the years to come. Expected to open in Hamburg, Lisbon, Madrid, Rome and San Sebastian, as well as across the United States, the Nobu Group also has projects underway in Brazil, Israel and the Near and Middle East.
Read also >Macau, the new home of the luxury hotel industry
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The Nobu hotel chain has joined forces with Asset World Corp (AWC), Thailand’s largest real estate group, to re-launch two hotels in New York and Bangkok under the Plaza Athénée name. With little or no apparent connection to the famous Parisian palace.
The Plaza Athénée is reborn in New York and arrives in Bangkok. A household name in the hotel world, but two initiatives that have no current connection with the prestigious Parisian palace on Avenue Montaigne, nor with its owner, the Dorchester Collection.
These forthcoming openings are the fruit of a collaboration between the Nobu hotel chain, founded by the eponymous businessman Nobu Matsuhisa, and the Thai real estate group AWC, who intend to “launch the world’s most outstanding hotels in the best strategic locations in New York and Bangkok under the Plaza Athénée brand“.
Leveraging AWC’s strength in real estate development, the two partners will develop in two buildings with rich histories in some of the world’s most visited cities.
The Thai group has purchased New York’s Plaza Athénée for 205 million euros. Closed since the pandemic, the building’s history dates back to the 1920s, and its past is closely linked to its Parisian namesake. Indeed, the establishment was bought 60 years later by the Forte group, which wanted to extend the prestige of the Avenue Montaigne palace to the Big Apple. The project never came to fruition, but was reborn from the ashes a century later by a new group.
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The Nobu hotel chain has joined forces with Asset World Corp (AWC), Thailand’s largest real estate group, to re-launch two hotels in New York and Bangkok under the Plaza Athénée name. With little or no apparent connection to the famous Parisian palace.
The Plaza Athénée is reborn in New York and arrives in Bangkok. A household name in the hotel world, but two initiatives that have no current connection with the prestigious Parisian palace on Avenue Montaigne, nor with its owner, the Dorchester Collection.
These forthcoming openings are the fruit of a collaboration between the Nobu hotel chain, founded by the eponymous businessman Nobu Matsuhisa, and the Thai real estate group AWC, who intend to “launch the world’s most outstanding hotels in the best strategic locations in New York and Bangkok under the Plaza Athénée brand“.
Leveraging AWC’s strength in real estate development, the two partners will develop in two buildings with rich histories in some of the world’s most visited cities.
The Thai group has purchased New York’s Plaza Athénée for 205 million euros. Closed since the pandemic, the building’s history dates back to the 1920s, and its past is closely linked to its Parisian namesake. Indeed, the establishment was bought 60 years later by the Forte group, which wanted to extend the prestige of the Avenue Montaigne palace to the Big Apple. The project never came to fruition, but was reborn from the ashes a century later by a new group.
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