Bryant Park’s New Social Club ‘Branch’ Offers Relevant Socialites And Well-Heeled Travelers An Exclusive Destination To Relax And Unwind

The dynamic history of Bryant Park makes it a somewhat ironic setting for a social club centered around the tranquil scenery of an urban greenscape. The Park Terrace Hotel believes it’s possible.

“Branch,” a new members-only club perched above the midtown Manhattan park from the hotel’s sixth floor, launches this fall. It seeks to capitalize on the omnipresent need to get away from it all without ever leaving the city.

Boasting impeccable views of Bryant Park and the iconic skyline in the background, the hotel’s indoor/outdoor terrace will house the dedicated space exclusively for Branch’s members and guests staying at the Park Terrace. The idea is well-suited to attract young professionals in need of a respite from the city’s breakneck pace. If it’s embraced, it will mark a fascinating new chapter for the Manhattan social scene and the park itself.

A Brief History Of Bryant Park In New York City

The past lives of Bryant Park are many: a reservoir, a potter’s field, a Revolutionary War battle site. It didn’t take on its modern function until the late 19th century. Nearly a century later, Bryant Park was effectively rescued from the peak of urban blight thanks to a deliberate, seven-year push to combine supplementary park maintenance, temporary kiosks, and public events ranging from historical park tours to concerts. According to the nonprofit board that manages the park, these efforts reduced crime by 92 percent from 1980-87, and doubled the number of annual park visitors.

As it gazes out on a crowded, lush park, the crowd Branch seeks to attract will be largely oblivious to this history. Members can order a la carte food or coffee from the in-house barista; sip botanically inspired cocktails; or reserve private tables and gathering spaces. The food and beverage programming features a tightly curated array of bites spotlighting its favorite neighboring and legacy New York City eateries including Balthazar, BLACKBARN, Café Angelina of Paris and La Pecora Bianca.

Manhattan’s history of social clubs is long and colorful. Branch is a deliberate attempt at being even more colorful. There are no legacy admissions or stuffy dress codes; the goal is to attract New York’s top trendsetters among young creatives in media, fashion and the arts, said Jeffrey Felshaw, the Park Terrace Hotel’s General Manager.

“It’s more relevant for tastemakers, socialites and influencers, rather than the suits and ties,” Felshaw said via email. “Branch evokes New York’s original social-club scene with its quiet sophistication and its mission to truly know each member.”

The lively and stylish interiors are the first impression guests have of Branch.

The Stylish Interior of Branch in Bryant Park, New York City

The herringbone wood Flooring at Branch inside the Park Terrace Hotel in New York City is comprised of smoked quarter-sawn oak, finished with a bespoke matte stain. The cafe tables are custom green terrazzo cafe tables, sourced from Diespeker Marble and Terrazzo Ltd in London. The allure velvet chairs are a stunning upholstery to complement the verdant greenery of Bryant Park. BRANCH

“For Branch at Park Terrace, we drew inspiration from the incredible aspect views across Bryant Park and Morgan Library. The lounge is situated in an architecturally significant building designed by legendary architect David Chipperfield, and we chose to echo the existing soft terrazzo of the building’s exterior within our scheme. The bar is clad in a green terrazzo which compliments Chipperfield’s original palette whilst making a statement within the space,” said Alex Holloway, Cofounder and Creative Director of Holloway, Li, the architecture and design firm that worked on the Branch interior.

“For Branch at Park Terrace, we drew inspiration from the incredible aspect views across Bryant Park and Morgan Library. The lounge is situated in an architecturally significant building designed by legendary architect David Chipperfield, and we chose to echo the existing soft terrazzo of the building’s exterior within our scheme. The bar is clad in a green terrazzo which compliments Chipperfield’s original palette whilst making a statement within the space,” said Alex Holloway, Cofounder and Creative Director of Holloway, Li, the architecture and design firm that worked on the Branch interior.

“The interior layout was guided by the formal language at play in the space and the repetition of columns throughout. A pair of bookshelves cloaked in green fabric take their cues from the adjacent Morgan Library, and the aged brass table lights deliberately evoke the classic lighting of the library. We chose to embrace the greenery of Bryant Park within the space, introducing a series of abundant planters that recall the flora and fauna below,” added Holloway.

Materials and colors are an essential part of showcasing these characteristics and the personality of the club, along with friendly service and an omnipresent sense that just about anything is possible. If members arrive in shorts, beachwear or athleisure, that’s OK, Felshaw said.

“The membership pool will be a diverse and thoughtfully cultivated mix of professionals and trendsetters, of well-traveled locals and in-the-know visitors,” he said. “Founding members include leaders, innovators and creative thinkers. This inclusivity enhances the social fabric of the club and reflects a contemporary approach to networking and camaraderie.”

After 6 p.m., the rules of the club change. Laptops must be put away. The athleisure wear, most likely, will seem out of place and unseasonably cool. In addition to serving food, Branch’s drink menu features an array of beautifully crafted, botanically inspired cocktails to savor at night.

The cost of membership is prohibitive to some — $2,500 — but open to anyone. Special rates for Joint Membership packages for partners with proof of shared address and Under-30 membership levels are available, too. Call it an olive branch to a part of the city that might be underserved by the traditional Manhattan social club.

The article was originally published on Forbes

Authored By Paula Conway