NEW YORK BEGINS!

New York is one of those rare cities people visit once and suddenly start convincing themselves they should move there. Strangely enough, many actually do.

And after being back again, we understood why.

There is a certain energy in the city that quietly makes you believe almost anything is possible. Nobody really cares who you are, where you came from or what you do — as long as you don’t walk too slowly through Midtown.

Then, usually within 48 hours, something changes.

You stop going where the internet told you to go and start going to your own deli downstairs. You suddenly know which streets to avoid, where to get the fastest coffee, where to sit in the West Village late at night and somehow start acting like you’ve lived there for years.

One moment you are eating dollar pizza on a sidewalk, the next you are having cocktails at Faena surrounded by art dealers, finance people and someone who probably flew in from Milan that same morning.

And somehow both worlds feel completely normal. That is what makes New York different from almost every other city. The city gives people permission to constantly reinvent themselves.

You arrive as a visitor, but New York has a way of making almost everyone feel like they could belong there eventually.

EVENT
NYC

A few weeks ago, we quietly launched HERR OBER in New York City.

With 48% of our audience now based in the United States, it felt like the right moment to create our first gathering in the city. Hosted inside a private Upper East Side mansion, the evening operated under a strict no-phone policy out of respect for our hosts and guests. What surprised us most wasn't the room itself, but the response from our community.

For a long time, New York felt like something for later. A city you grow into. A city you earn. Yet the number of messages, introductions and requests to join reminded us of something important: sometimes the world sees your next chapter before you do.

New York has a way of raising the bar. It rewards speed, ambition and people willing to bet on themselves. We'll be back soon, together with local partners, to continue building HERR OBER in the city.

FAENA
HOTEL

New York has no shortage of luxury hotels. But very few still understand fantasy.

Alan Faena’s long-awaited arrival in Manhattan feels less like a hotel opening and more like the introduction of an entirely new world to the city. Somewhere between old Buenos Aires glamour, a downtown Manhattan art party and a late-night dinner in Milan where nobody checks the time, there is Faena.

Red velvet, gold details, animal print, oversized murals, dramatic staircases and candlelit corners create a world that feels unapologetically theatrical.

The hotel sits directly on the High Line overlooking the Hudson. Outside, Chelsea moves with its usual rhythm of galleries, cafés and long walks downtown. Inside, everything slows down into the Faena universe.

Downstairs, La Boca brings Argentine hospitality to New York in a room that feels part restaurant, part film set. Upstairs, The Living Room — hidden behind one of Keith Haring’s most remarkable works — is already becoming one of the city’s most talked-about bars.

The rooms are surprisingly calm. Light wood, soft linen, warm travertine and floor-to-ceiling windows create a feeling closer to a private residence than a hotel suite.

But what makes Faena extraordinary is not the leopard print, the marble or the art collection. It is the people. From the doormen outside to the staff inside the restaurant, everyone somehow makes the entire place feel less like a luxury hotel and more like returning home to a world you already know.

What Alan Faena understands is that people no longer remember hotels because of thread counts or marble bathrooms. They remember places that made them feel something.

And Faena feels like New York finally allowing itself to be dramatic again.

HERR OBER X FAENA
NYC

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