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Set on Bowery in NoHo, Now Now is a new 180-cabin hotel built for solo travelers who want New York energy without New York price tags.
A historic property originally built as a lodging house in 1917, it has lived several lives since then, including time as a tavern and a dry goods store. Now Now, it's something more. European sleeper train meets Japanese capsule hotel.
Small, smart, and stylish. The hotel sits right where NoHo, SoHo, the East Village and the Lower East Side collide. It’s a street with history (the oldest in NYC) but also the perfect launchpad for anyone who wants the city at their doorstep.
Dovetail + Co tapped New York’s Islyn Studio to design a space inspired by dreams. The result feels like slipping into a parallel universe where capsule living doubles as art installation.
Each cabin packs in the essentials: custom Wright mattress, Garnier-Thiebaut linens, Brooklinen robe, sound machine and branded extras like an eye mask, earplugs and slippers.
Want more space? Throw down an extra $30 for a Now or Never Sleeper Cabin, each one wrapped in a custom mural by local artists like Alyss Odle and Daniela Araya.
Shared bathrooms are fitted with Grown Alchemist products and lockable showers, but the real showstopper is the look: purple doors, green sinks, zig-zag herringbone tile and asymmetrical mirrors that feel more sculpture than utility.
Forget the front desk shuffle. Guests can check in through the app or at sleek lobby kiosks, then wander over to the retail corner for branded merch. Want to level up your stay? Rent an Instax camera, a Nintendo Game Boy or even a Solawave red light mask. Yes, your sleepover kit now comes with a Theragun.
The Guest Lounge is pure dopamine décor: rainbow-gradient wallpaper, a stocked vending machine with adaptogenic gummies and face masks and a community board for leaving notes or planning meet-ups. Add in the hotel’s surprise concert tickets, art openings and neighborhood events, and it’s clear: connection is baked into the experience.
Now Now NoHo is a stylish reminder that in New York, even sleep gets an upgrade.
Book here, rates from $125.
Here’s how to get the look at home:
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Glossy Ceramic Wall Tile
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