Situated about as Midtown as you can get, this new hotel is a fresh luxury take on a classic locale

WHERE IS IT? Minutes from amazing shopping, dining and tourist pursuits (the Empire State Building is just a few blocks away), this Madison Avenue (and 38th Street) address is an enviable one. The walk to Times Square and many Broadway theaters only takes about 10 minutes, and Fifth Avenue stores are even less. The recently renovated building enjoys plenty of character with its brick façade, which helps it stand out from the newer, more modern architectural styles in the area.

WHAT’S IT LIKE? This high-rise hotel has a bright lobby with its lounge and bar punctuated by plenty of gold accents helping recall the heyday and glamor of this street, especially in the advertising and marketing industry. The individual reception counters greet guests as they come in, but walk farther back into the lobby. There, you’ll discover quieter library-like sitting areas great for relaxing with a book or enjoying a cocktail later in the day. Those that want to work can plug in their devices and take in the street views from the lobby, too. NH Collection is the most upscale brand of the NH Hotels group, and many of these properties are situated within heritage or landmark buildings of their neighborhoods. They are known for coveted food and beverage outlets, excellent service and intriguing design, and this property – the first US hotel for the portfolio – is no different.

ROOM FACILITIES Swift elevators rise to the rooms after guests swipe their key card. The rooms are quite large (depending on their category – Premium rooms and suites are among the most spacious), with many of them having angled positions within the building. This means you can enjoy dual views, and some of them have small sitting areas with doors that separate them from the bedroom essentially creating small suites. TVs with Chromecast and streaming capabilities plus free wireless Internet access are a plus.

The beds are soft and plump with four giant-sized pillows, trendy light fixtures on either side and power outlets above the nightstands. The blackout curtains are excellent for jet-lagged travelers. Complimentary Nespresso machines and a bottle of water are available for all guests as well as a refrigerator should you want to stock it with your own refreshments. My favorite feature is the modern-style subway maps that cover the wall adding a local touch to the art.

Bathrooms are large, too, with above-counter sinks, bright mirrors, separate showers and soaking tubs, and a bevy of scented toiletries. Robes and slippers add a luxe touch.

RESTAURANTS AND BARS During my visit, the restaurant was not ready yet for prime time with plans to open later in the year. You could, however, enjoy drinks and light snacks at the bar, which is apparently drawing a loyal neighborhood crowd. Its long wine list, craft beers and cocktails, and friendly service are giving it a name for itself already. Soon, Serafina restaurant will open to accompany the MAD Bar & Lounge in the lobby. The hotel did a nice job caring for guests while the restaurant was still in the works offering freshly baked croissants and pastries each morning along with piping hot coffee, orange juice and fresh fruit as a complimentary perk to all guests.

LEISURE FACILITIES A 24-hour fitness center in the basement features the latest equipment, which is handy on those rainy or snowy New York days when a jog is less enticing.

BUSINESS AND MEETING FACILITIES A meeting room can suit small groups of up to 25 people. Wireless Internet is free for all guests throughout the hotel.

VERDICT This new hotel delivers luxury, but on a laid-back scale, with enticing design and European touches that are drawing an international crowd.

PROPERTY HIGHLIGHTS Central location, large guest rooms and European style

HOW MANY ROOMS? 288 rooms and suites

CONTACT NH Collection New York Madison Avenue, 22 E 38th St, New York, NY 10016, Tel +212 802 0600, nh-hotels.com

Photo credit: NH Collection New York Madison Avenue