Who are Manhattan’s luxury lodgers? What do they want and need?
Well, very often, this exclusive clientele constitutes a specialized category of international customer demanding one thing above all: a “home away from home.”
Accustomed to high-end, hassle-free living, we are talking about a rarefied category of hotel guests, condo owners, and extended-stay renters. They seek the best and expect this kind of seamless, luxury living.
So when Assa Properties set out to create Cassa, a world-class, luxury brand that would satisfy this demanding market, the firm knew they would have to deliver a complete lifestyle milieu with premium living spaces without the bother of upkeep.
Cassa’s strategy was to tap the talents of top architects to create a first-class residential presence in two centralized and exciting Manhattan locations. And the team agreed that few urban settings could match Times Square and Midtown for excitement and unmatched amenities.
To ensure residents truly feel at “home,” Cassa offers a full palette of hotel amenities, a la carte, to owners and renters, thereby avoiding the inconveniences of apartment maintenance. Another plus, according to an article in The New York Times, is that owners don’t have to worry about paying a fee for amenities they might not otherwise take advantage of, therefore allowing them to only pay for what they want, when they want.
“When we first envisioned the Cassa brand, we wanted it to be different than most places in New York,” said Solly (Salim) Assa, president and CEO of Assa Properties. “Being that a lot of our guests and residents are international, we wanted it to still feel like a place they could call home, no matter how long their stay. They have access to whichever hotel amenities they want – maid service, child and pet care, fitness centers, etc. – as well as the amenities of the bustling neighborhood locations.”
The locale means that residents’ and guests’ lifestyles would be complemented by high-end shopping and eateries amid an enthralling swirl of arts, entertainment and cultural offerings.
Cassa NYC Hotel and Residences
The 48-floor Cassa NYC Hotel and Residences is located at 70 West 45th Street between Fifth Avenue and Avenue of the Americas. With its distinctive, white-obelisk contours, the eye-catching venue was designed by award-winning architect Enrique Norten of TEN Arquitectos, one of Mexico’s leading architecture firms, and CetraRuddy. The base is a full-service, 27-floor, luxury hotel with 165 guest rooms, all of which offer the refined luxury and relaxed residential vibe of an elegant Manhattan apartment. The hotel is topped by 21 floors comprising of rental or condo units offering premium, a la carte hotel services to their residents. The peak of Cassa Hotel and Residences consists of three ultra-luxe penthouses, only accessible by key-operated elevators and boasting 360-degree views of Manhattan. Perhaps the most alluring aspect of these penthouses – they were each designed as part of Showtime’s Showhouse for California Home & Design Awards, where top interior designers paid homage to their favorite Showtime series, including Weeds, Dexter, Californication and Nurse Jackie. The homes still feature the general aesthetic of the designs and many of the original attributes of the showcase, including a hanging platform bed which is now used as a table. The one-of- a-kind penthouses go for about $19 million, with one currently on the market. To rent one of these premium spaces prices range from $35,000 – $75,000 a month.
Cassa NYC is also home to Butter Midtown, the highly-acclaimed eatery created by 1Oak and Up&Down founders Richie Akiva and Scott Sartiano. Helmed by Food Network star and executive chef Alex Guarnaschelli, Butter showcases greenmarket offerings creating a seasonal menu with a unique atmosphere and décor.
Cassa Times Square Hotel and Residences
The second property, Cassa Times Square Hotel and Residences, is just south of Midtown West at 515 Ninth Avenue between 38th and 39th streets. Opened in 2014, it was designed by architectural icon Costas Kondylis together with Goldstein Hill and West. Winner of a TripAdvisor Certificate of Excellence, the building projects a sleek and upscale feel. Its first four floors are a 4-star, full-service luxury hotel with 100 guest rooms, richly textured with modern artwork and designed to emulate those of Cassa NYC.
Above the hotel are 108 extended-stay, both furnished and unfurnished, rental residences covering eight floors, crowned by a rooftop garden terrace. Occupants can tap a full suite of premium hotel services, while enjoying magnificent city and river views. Similar to Cassa NYC, residents may choose from a full selection of hotel amenities. And, opening this month is Bar Gonzo NYC – a 4,000-square- foot, 70’s-inspired restaurant and lounge highlighted by pinks, greens and aqua blues projecting an eclectic and fun vibe. Occupying a portion of the lobby and the second floor, Bar Gonzo NYC will offer Italian- American, farm-to- table tapas along with an abundance of specialty cocktails.
“It’s all quite remarkable. Our patrons are surrounded by a one-of- a kind New York experience, while Cassa delivers a luxury residential experience indoors that’s equally wonderful,” says Solly Assa. “By providing guests and residents with all the comforts and indulgences of home, they can enjoy their ‘home away from home’ at Cassa while in Manhattan, with additional
locations coming soon.”