• Advancing the investment strategy in the hotel business, Plaza Athenee New York, laying the foundation for growth while enhancing the ability to generate continuous and sustainable cash flow.
  • Establishing a long-term strategic partnership with Nobu Hospitality to combine the strengths of the ultra-luxury Plaza Athenee brand, offering a unique experience of the 'Nobu' brand.
  • The Plaza Athenee Nobu Hotel and Spa New York is located in the most luxurious area of the city in the Upper East Side on 64th Street between Park Avenue, an upscale residential neighborhood.
  • The Plaza Athenee Nobu Hotel and Spa Bangkok is situated in the EAC (East Asiatique Company) building, a historically significant structure located in the prime riverside area along the Chao Phraya River.

Asset World Corp Public Company Limited (AWC), a Thai real estate developer focused on comprehensive lifestyle solutions, continues to expand its business in line with its growth strategy by investing in the hotel business, Plaza Athenee New York, and has entered into an exclusive strategic partnership with Nobu Hospitality, the fastest-growing luxury lifestyle brand globally, combining AWC's expertise in project development to create two iconic hotels under the Plaza Athenee brand, connecting two metropolises: The Plaza Athenee Nobu Hotel and Spa New York, which will be developed from the Plaza Athenee New York building, located in the best area of Manhattan and one of the best hotels in New York City for nearly a century, and The Plaza Athenee Nobu Hotel and Spa Bangkok, which will be developed from the historic EAC building over a century old, located in the prime riverside area of Bangkok, merging the unique characteristics of both hotels developed from historically rich, beautiful buildings in the best locations of the city, which are global destinations.

Mr. Wallapa Traisorat, CEO and Managing Director of Asset World Corp Public Company Limited (AWC), stated, "Investing in the Plaza Athenee New York hotel, a historically valuable and long-renowned building located in the best area of New York, has welcomed prominent global figures from various countries and has continuously received numerous awards, earning recognition as one of the best hotels in New York City. Additionally, it is a Freehold property situated in a uniquely potential location of the city, making this investment a significant opportunity for AWC to leverage the company's global project development capabilities in a highly stable market to support the continuous and sustainable growth of the company."

“Furthermore, AWC is pleased to elevate the long-term partnership with a partner like Nobu Hospitality, an award-winning brand recognized as the best in the United States, with a large customer base possessing high purchasing power, and a shared vision for sustainable business and development, to create value for AWC's flagship real estate projects in Bangkok and New York under the Plaza Athenee brand, which will integrate the unique luxury of the Plaza Athenee brand with the modern luxury experience of the minimalist Eastern culture of the Nobu lifestyle brand seamlessly. Both valuable projects will reflect the charm of over a century while incorporating special lifestyle designs, representing the flagship project of the collaboration between AWC and Nobu Hospitality in both global metropolises. AWC believes that this collaboration will create a new dimension for the luxury hotel and service industry, with both hotels scheduled to open in 2026.”

The investment in the Plaza Athenee New York hotel, valued at 7.789 billion baht, aligns with the growth strategy and aims to generate continuous and sustainable cash flow for the company, having been approved by the company's board and is currently in the process of seeking approval from shareholders. AWC is confident that this flagship investment will promote sustainable growth for the organization while strengthening the operational strategy to enhance the company's performance and customer base.

Mr. Trevor Horwell, CEO of Nobu Hospitality, stated, “We are very pleased to have the trust of AWC to join in developing hotels in two significant projects of AWC that have a long historical value, which are important landmarks in Bangkok and New York City. We are also honored to work closely with the AWC team led by CEO Wallapa Traisorat, who has a vision to create a new dimension for the hotel and service industry. Both The Plaza Athenee Nobu Hotel and Spa Bangkok and The Plaza Athenee Nobu Hotel and Spa New York will offer a unique luxury experience that meets the needs of a new experience, and this collaboration marks the beginning of a journey to create a new dimension together.”

The Plaza Athenee Nobu Hotel and Spa New York is developed from the ‘Plaza Athenee’ hotel, a historically significant building nearly a century old, located in the Upper East Side on 64th Street between Park Avenue and Madison Avenue, an upscale residential area near Central Park, museums, consulates, and premier shopping destinations. The design beautifully blends the luxurious Western culture of the Plaza Athenee brand with modern luxury style that incorporates Japanese simplicity. Additionally, the hotel is furnished with specially designed furniture and artwork from renowned artists, featuring 145 rooms, an omakase-style restaurant, and Nobu Bar and Lounge designed to attract celebrities, locals, and visitors, along with a rooftop for private parties offering panoramic views of New York City, a traditional Japanese onsen, spa, and wellness center. There are also uniquely designed suites with glass balconies in both indoor and outdoor areas, as well as exclusive residences, all part of the special offerings for New York City to welcome top-tier travelers from around the world.

Meanwhile, The Plaza Athenee Nobu Hotel and Spa Bangkok will be developed from the beautiful, charming building over a century old of the East Asiatic Company (EAC), located in the best riverside area along the Chao Phraya River, established in 1884 by Captain Hans Niels Andersen, a Danish sailor. The hotel will preserve the original structure and art of the building to convey the glorious historical narrative for everyone to access and take pride in this historical area while creating long-term and sustainable value for the surrounding community. This hotel will feature classic luxury style by the riverside, offering exceptional food and beverage expertise and service, creating an unprecedented phenomenon through connecting the new experience of history from past to present, through the stories of the city and the valuable building to a modern lifestyle, with the Chao Phraya River connecting AWC's riverside projects, providing memorable experiences for guests under the concept of “The River Journey,” while integrating the invaluable cultural aspects of the West and East, creating a new dimension for the tourism industry, and enhancing Bangkok's charm as a global tourist destination.

“The development of uniquely distinctive hotels in two global metropolises in collaboration with Nobu Hospitality is a fusion of the unique characteristics of both hotels, strengthening the Plaza Athenee brand, which has a long history and is one of the few in the world. When combined with the modern luxury style of the Nobu brand, it will create the most impressive service product of ultra-luxury hotels to welcome tourists from around the world, and AWC is confident that this collaboration with Nobu Hospitality will create a new dimension and sustainable value for the hotel industry,” Wallapa added.

The signing of this continued collaboration to launch the hotels follows the exclusive agreement signed in July 2022 between AWC and Nobu Hospitality to develop projects in Thailand, including the opening of the first Nobu hotel and restaurant in Thailand, which will be located on the top floor of the “Empire” building, AWC's flagship lifestyle office building located in a key business district in the heart of Bangkok.