• “The Manner, a luxury hotel owned by Thais, located in the heart of SoHo, New York” is one of the most valuable locations in the world and one of the most livable neighborhoods globally.
  • Breaking the mold of luxury hotels! A new form of Luxury Travel that offers a great vibe and excellent service, like“visiting a stylish friend's home in New York”
  • Targeting modern high-end travelers who enjoy unique experiences with style and exclusive personalized service.
  • A new destination in SoHo focusing on invaluable experiences through luxurious design and stunning views of New York City, with craftsmanship evident in every area of the hotel, meticulously selected for the best design, materials, and decor.
  • Revealing trends of Thai and Asian travelers spending more on luxury travel, with a strong demand for private parties and quality relaxation in stylish hotels that reflect their taste.
  • Expanding its portfolio, Sansiri has developed international real estate for over 10 years, reinforcing its position as a 40-year Design Leader in the country, stepping into the Global Brand arena.

Sansiri unveils its latest pride, creating a phenomenon that shakes the real estate and hotel industry once again, announcing the launch of ‘The Manner’ (The Manner), a luxury hotel valued at over 5 billion baht, a new landmark crafted with luxury and classic style, blending craftsmanship in every detail, located in the prime area of SoHo in New York City, one of the most desirable lifestyle neighborhoods in the world and a rare location with the highest land value globally, where development opportunities are nearly nonexistent. The Manner is the first luxury hotel brand developed by Standard International after an investment by the Hyatt group.

A HOTEL THAT FEELS LIKE STAYING AT YOUR MOST STYLISH FRIEND’S HOME

Redefining luxury hotels with a good vibe concept and excellent service, providing a living experience beyond just accommodation, under the atmosphere of“stopping by to hang out at a stylish friend's home in New York”(welcomed into the home of a dear friend) with a rare Duplex Penthouse room on 2 levels, offering a unique view of New York City and various room types, all designed with unique styles totaling 97 rooms, emphasizing attention to detail, from elegant and classic interior design to private experiences. In addition to luxury accommodations, The Manner also offers warm and personalized service tailored to luxury travelers seeking quality relaxation and a passion for well-curated design, all in a friendly atmosphere, with room rates starting at approximately 30,000++ baht per night.

The debut of The Manner, a new luxury hotel in the heart of SoHo, New York City, is valued at over 5 billion baht (or over 150 million USD), reinforcing Sansiri as a developer of luxury and super-luxury real estate in Thailand and a Design Leader stepping into the Global Brand arena. This marks another significant milestone for Sansiri in its push to develop real estate abroad, following the success of 9 Elvaston Place, Sansiri's first high-end project with only 6 units in the heart of London, England, valued at 600 million baht.

According to the Luxury Travel Trend Watch: 2025 by Virtuoso and Globetrender, the trend of luxury travel (Luxury and Hi-end Traveling) is gaining popularity, with high-net-worth individuals (HNWI) becoming younger and willing to spend on lifestyle vacations that meet their needs, enjoying private gatherings and quality relaxation in stylish hotels that reflect their taste. The Asian market is a significant driver of luxury goods, gaining immense popularity among affluent Thai and Asian travelers who appreciate stylish and quality travel experiences.

‘Crafted Residential Ambience’ The Manner combines luxury with exquisite craftsmanship, paying attention to every detail.

Sansiri, as a Design Leader, has been creating landmark residences in Thailand for over 40 years, bringing expertise and heritage embedded in its DNA to convey the design and experience of The Manner, designed in a sleek yet distinctive style, emphasizing precision and meticulousness in design, from the experience of the stay atmosphere, interior design and decoration, personalized service, warm hospitality, to the uniforms designed by Michael Halpern, a London couture designer, tailored by Lady & Butler, a famous fashion brand in New York, to meet the needs of luxury travelers seeking not just accommodation but also superior experiences that cater to their tastes.

Designed by Verena Haller, Chief Design Officer from Standard International, and Hannes Peer, a Milanese architect, this is the first time Hannes Peer has applied his architectural expertise to interior design, creating a harmonious interior space with playful textures, materials, and special elements, combined with custom-made furniture that reflects luxury and classic style, such as brass and wood, creating a true relaxation vibe beyond just using high-value items. Additionally, various artworks and sculptures from artists around the world are showcased here, such as a black totem pole in the lobby by Nicholas Shurey, ceramic wall art by Italian artist Giovanni de Francesco, Elvira Solana, Alex Proba, and Ben Medansky.

The Manner consists of 97 rooms, including 10 suites, designed to be true guest accommodations. Every detail in the rooms is meticulously designed, quiet, and private, ranging in size from 300 to 850 square feet, each designed to escape the outside chaos, decorated with high ceilings from floor to ceiling to capture city views, stylishly arranged chandelier lighting, and contrasting colors between glossy dark wood veneer and deep lacquered blue, creating balance in space and light, adding warmth with soft tones. Additionally, custom-made furniture provides a luxurious retro and contemporary feel, along with carefully selected amenities in collaboration with leading global brands, handcrafted especially for here, including Lenys World, an Italian slipper brand, Foundrae, a popular fashion jewelry brand among celebrities, Atelier Saucier, premium bathroom fixtures, Costa Brazil, an eco-friendly brand that creates special amenities for here, Max ID, stylish drinking glasses used in the rooms, etc. Importantly, The Manner does not have any TVs or tablet devices to avoid disturbing your special relaxation day, but allows you to enjoy your favorite playlist with stylish sound systems from Dampf.

The largest private Duplex Penthouse spans over 1,800 square feet on the 12th and 13th floors, taking you back to the golden age of New York with luxury and elegance, inspired by the modern office studio of Halston Frowick, the famous fashion designer of that era, with a monochrome style in the Olympic Tower, frequented by celebrities, artists, and fashion designers, translating the design into The Manner, featuring striking glossy red floors, double-height windows adding drama, allowing natural light and city views. Additionally, there is a private outdoor terrace with breathtaking views of Manhattan’s skyline, along with an upstairs bedroom and workspace. Guests also enjoy exclusive access to the rooftop space of The Manner for private parties or relaxing while soaking in the views of New York City.

On the second floor of the hotel, discover ‘The Apartment,’ an exclusive lounge for guests only, providing a warm, home-like atmosphere where guests can relax, mingle, and enjoy wine, champagne, and snacks prepared by the hotel throughout the day, including ‘The Otter,’ an all-day seafood restaurant by Chef Alex Stupak, a James Beard Award nominee, offering fresh seafood daily. The Otter serves breakfast, lunch, and dinner with both indoor and outdoor seating, and ‘Slone’s,’ a chic bar resembling a jewel box at night, offering more than just cocktails but a nightly cocktail party with a wide selection of vintage drinks.

The rooftop allows you to enjoy views of both downtown and midtown, with Slone’s set to open in March 2025.