Millennium Hotels and Resorts has opened its first US property under the lifestyle M Social brand.

The M Social Times Square New York is a rebranding of the Novotel New York Times Square, which permanently closed at the end of 2020 due to the global Covid-19 pandemic.

Business Traveller understands the 34-storey property has been owned by Millennium and Copthorne PLC since 2014.

The group told Business Traveller that “some refurbishment” work took place before the rebranding, including “changing FFE (furniture, fixtures and equipment), artwork in the public area and some changes in the bedrooms”.

The 480-room hotel is located at 226 West 52nd Street, and features Beast and Butterflies bar and lounge with a wraparound terrace overlooking Times Square.

The hotel’s lobby showcases digital art, with 32 screens “continuously display a curated library of digital art, transforming the space into an immersive living narrative that incorporates elegant display pieces throughout the area”.

M Social New York becomes the brand’s third property, joining M Social Singapore which opened in 2016, and M Social Auckland which was unveiled in 2017.

Millennium describes the M Social brand as “a small but mighty collection of lifestyle hotels that offer travellers a fresh, fun and distinctively unique experience”.

M Social Times Square New York is currently running an opening offer of £105 per room per night, including complimentary drinks for two.