Sansiri Unveils ‘The Manner’, a Luxury Hotel in the Heart of SoHo, New York City – a New Landmark Worth Over 5 Billion Baht, Reinforcing Its Global Brand in Real Estate
‘The Manner’, a luxury hotel owned by Thais, located in the heart of SoHo, New York – one of the most desirable and livable neighborhoods in the world, and one of the highest-value real estate locations globally.
A new concept for luxury hotels! A unique luxury travel experience that offers a warm vibe and excellent service, like visiting a stylish friend’s home in New York.
Targeting a high-end audience, offering a unique, stylish, and exclusive experience, with personalized services.
A new destination in SoHo focusing on invaluable experiences, featuring luxurious design and stunning views of New York City, with craftsmanship in every corner of the hotel. The design, materials, and decor are carefully curated to ensure the best quality.
Revealing trends in luxury travel and high-spending Thai and Asian tourists: luxury travel is on the rise, with private parties and high-quality stays in stylish, design-forward hotels.
Expanding its international real estate portfolio after over a decade, reinforcing Sansiri’s 40-year legacy as a design leader in Thailand, now evolving into a global brand.
Sansiri proudly presents its latest milestone with the launch of ‘The Manner’, a luxury hotel valued at over 5 billion baht (approximately 150 million USD). This new landmark, crafted with luxury and sophistication, is located in the heart of SoHo, New York City—one of the most desirable and rare real estate locations in the world, with limited land available for future development. The Manner is the first luxury hotel brand developed by Standard International, following an investment by the Hyatt Group.
A HOTEL THAT FEELS LIKE STAYING AT YOUR MOST STYLISH FRIEND’S HOME
Breaking the mold of luxury hotels, ‘The Manner’ offers a concept of a warm vibe with excellent service, providing more than just a place to stay—it’s like being welcomed into the home of a dear friend in New York. The hotel features a rare Duplex Penthouse, a two-story suite with one of the most iconic views of New York City, and a variety of other uniquely designed rooms. With a total of 97 rooms, each is decorated with attention to detail, offering a luxurious and private experience. In addition to luxury accommodations, The Manner provides tailored services that cater to high-end travelers seeking a quality stay in a stylish environment. Room rates start at around 30,000++ Baht per night.
The grand opening of The Manner marks a significant moment for Sansiri, reaffirming its position as a leading developer of luxury and super-luxury real estate in Thailand and establishing itself as a global brand. This follows the success of 9 Elvaston Place, Sansiri’s first high-end project in the heart of London, with only six units, valued at 600 million baht, which launched over a decade ago.
According to the Luxury Travel Trend Watch: 2025 by Virtuoso and Globetrender, luxury travel is gaining popularity, especially among younger high-net-worth individuals (HNWI), who are willing to pay for a premium lifestyle. Asian markets, particularly Thailand, are significant drivers in the luxury goods sector, with people in these regions increasingly seeking unique and quality travel experiences.
Crafted Residential Ambience
As a design leader with over 40 years of expertise in creating landmark residences in Thailand, Sansiri brings its heritage and design prowess to The Manner, with interiors that are refined yet distinctive. Every detail, from the welcoming atmosphere to the interiors and services, is designed to create a personalized and exclusive experience. Even the staff uniforms have been designed by London-based haute couture designer Michael Halpern and crafted by Lady & Butler, a renowned fashion brand in New York, catering to luxury travelers seeking both relaxation and a stylish atmosphere.
Designed by Verena Haller, Chief Design Officer at Standard International, and Milan-based architect Hannes Peer, the hotel’s interiors combine texture, materiality, and special elements, creating a perfect blend of high-end luxury and timeless design. The materials include brass and wood, with furniture specifically commissioned for the hotel. The collection also features art and sculptures from various international artists, such as the black totem pillar by Nicholas Shurey, and ceramic wall art by Giovanni de Francesco.
Room Features
The Manner features 97 rooms, including 10 suites. Rooms range in size from 300 to 850 square feet and are designed to provide a private, tranquil environment. The rooms include high ceilings with floor-to-ceiling windows to enjoy city views, carefully selected materials such as glossy wood veneer and lacquered blue finishes, creating a balance between the warm tones and natural light. The furnishings are a mix of retro and contemporary luxury, complemented by handcrafted amenities from renowned brands worldwide, such as Lenys World slippers, Foundrae jewelry, Atelier Saucier bath products, Costa Brazil eco-friendly toiletries, and Max ID water glasses. Notably, The Manner does not feature TVs or tablets in the rooms, encouraging guests to unwind with a curated playlist and high-quality audio systems by Dampf.
Duplex Penthouse and Exclusive Experiences
The largest and most private suite, the Duplex Penthouse, spans over 1,800 square feet across the 12th and 13th floors. Inspired by the glamorous era of New York’s Olympic Tower, this suite features dramatic elements such as a glossy red floor, double-height windows, and an outdoor terrace with breathtaking views of Manhattan’s skyline. Guests also have exclusive access to The Manner’s rooftop space for private parties or relaxed moments with stunning views.
On the second floor of the hotel, ‘The Apartment’ serves as an exclusive lounge for guests, offering a cozy atmosphere with wine, champagne, and snacks throughout the day. Additionally, ‘The Otter’ all-day seafood restaurant, curated by Chef Alex Stupak (James Beard Award nominee), serves fresh seafood for breakfast, lunch, and dinner. For evening entertainment, Slone’s bar will transform into a stylish cocktail party venue, offering a selection of vintage drinks. Slone’s bar is set to open in March 2025, with a rooftop that boasts panoramic views of downtown and midtown Manhattan.
