On the corner of Madison Avenue and East 38th Street, NH Collection New York Madison Avenue occupies a building that has watched Manhattan change for more than a century. Long before it became a contemporary hotel, this red-brick tower started life in the early 1920s as the Fraternity Clubs Building, a residence and social club for college men in New York. Opened in 1924, it was designed in a Renaissance Revival style by architects Murgatroyd & Ogden, with towers, arched windows and an Italianate loggia that still give the façade its distinctive silhouette today.
Back then, it wasn’t a hotel at all but a vertical clubhouse. Inside were squash and handball courts, a gym, Turkish baths, billiard rooms, lounges, a large dining room and even a roof garden. More than a dozen university clubs took up residence; members came here to eat, exercise and socialise, then retreated to compact bedrooms on the upper floors. It was, in many ways, an early experiment in co-living, decades before the term existed.
The building's architecture stayed constant with its warm brick, stone trim and copper-topped cupolas
As New York evolved, so did the building. By the 1930s it was known as Midston House, later cycling through different hotel identities, including Hotel Lancaster, Madison Towers and Jolly Madison Towers, as it adapted to changing tastes and travel patterns. What stayed constant was the architecture: the warm brick, stone trim and copper-topped cupolas that made it instantly recognisable on the Midtown skyline. When NH Hotel Group took over and launched a top-to-bottom redesign, the team chose to preserve that heritage shell while completely reimagining the interior for modern travellers.
Today, stepping through the doors of NH Collection New York Madison Avenue feels a little like walking into a grown-up version of that original clubhouse. The lobby, with its fireplaces, comfortable seating and co-working area, still encourages people to linger and gather, just as the old common rooms once did. The MAD Lounge & Bar nods to Madison Avenue’s so-called golden age of advertising, channelling mid-century glamour with classic cocktails and polished, low-lit corners. Downstairs, Serafina serves contemporary Italian comfort food, a natural evolution from the building’s early communal dining halls – only now the plates are prettier and the crowd more international.
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Serafina all serves the hotel's daily breakfast for guests
Quiet retreat in the city
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From my own stay, what gives this historic building real charm is how warm and human it feels from the inside. The staff are genuinely friendly in that unforced New York way – happy to chat and attentive without hovering. By the second day, most staff have recognised me and there’s a sense of being welcomed back, rather than being just another hotel guest. The people here adds a warm and soft touch to the grand property and makes it feel less like an anonymous Midtown building and more like a place with a personality.
The rooms themselves are surprisingly spacious for Manhattan. High ceilings and clever layouts mean you’re not shuffling sideways around your suitcase, and the beds are properly comfortable, with crisp linens and plenty of pillows. “Work from home” is made easy with a sturdy desk, leather chair, fast Wi-Fi and a Nespresso machine within arm’s reach. Outside, the city hums along Madison Avenue; inside, the soundproofing is so effective that the rooms are calm and quiet.
That sense of peace is enhanced by the design. The décor leans contemporary and modern with clean lines, warm tones and subtle references to the building’s past. Bathrooms are modern and well lit. Families can spread out in larger room categories, while those who love a view can opt for premium rooms and tower suites that look out over a forest of Midtown skyscrapers – including, from some vantage points, the Empire State Building itself.
The building’s original role as a social hub also lives on in the way guests use the shared spaces. The lobby’s mix of sofas, bar stools and worktables means you can answer emails, meet a colleague or simply people-watch with a drink in hand. In the evenings, MAD Lounge feels like a contemporary reinterpretation of a 1920s club bar – only now the clientele is a blend of business travellers, tourists and locals meeting for a quick martini before dinner. A 24-hour gym is also available for a jet-lagged workout.
Location, of course, is one of the hotel’s biggest selling points. From this corner of Madison Avenue, you can walk to the Empire State Building, Grand Central Terminal, Bryant Park, Times Square and Fifth Avenue’s flagship boutiques in minutes.
