Located on the Bowery in Downtown Manhattan, the Now Now hotel, designed by New York-based Islyn Studio, reimagines hostel-style accommodation for the high-design era. The hotel is expressly “envisioned as a sanctuary for solo travellers,” combining the nostalgic efficiency of European sleeper trains with the spatial innovation of Japanese capsule hotels. The core design challenge was maximizing the guest experience within a minimal footprint, leading to the creation of 180 single-occupancy sleeper cabins alongside shared facilities. Each element, from the highly functional 32-square-foot cabins to the communal gathering spaces, is designed to be “dreamlike and grounded,” utilizing an earth-toned palette and textured materials to evoke a sense of timeless comfort. The result is a space that feels both familiar and unexpected, offering a carefully curated balance of high-quality privacy and thoughtful communal engagement.
Inspiration: Cocooning in Compact Cabins
The fundamental design of the Now Now hotel is based on a concept of hyper-efficiency and intimate enclosure, drawing inspiration from two distinct travel archetypes. Islyn Studio explicitly looked to the nostalgia of European train cars and the innovation of Japanese capsule hotels when creating the guest accommodation. The hotel’s 180 sleeper cabins are designed as compact “cocoons,” with each measuring a mere 32 square feet (3 square metres).
Despite the minimal footprint, the cabins are designed for maximum efficiency. In a unique architectural choice, the cabins feature open ceilings instead of windows to facilitate the flow of light and air, while acoustic baffles are strategically installed to prevent noise transmission, ensuring a tranquil stay. To further aid rest, the beds come with custom mattresses and unique wavy-edged wooden canopies from which guests can draw shades for extra privacy. The attention to creating a restful sanctuary is completed with custom-branded amenities, including sleep masks, earplugs, noise-cancelling headphones, and sound machines.
Custom Modular Furniture
The efficiency of the compact cabins is achieved through a bespoke approach to furniture design, where every square inch is utilized for a specific purpose. Islyn Studio developed custom furniture that seamlessly integrates multiple functions into the small, single-occupancy space. This modular approach was essential for accommodating the needs of contemporary travellers within the minimal confines.
The custom-designed elements cater to all of a traveller’s essential storage and comfort needs, including features for storing luggage, securing valuables, hanging coats, and the ability to watch movies. A small table is integrated into the design next to the single bed. The furniture not only maximizes space but also contributes to the “high design” aesthetic. The functional yet beautiful modular pieces ensure that the small cabin—often seen as a limitation—instead feels like a highly functional and carefully curated private retreat.
The Unconventional Lobby Experience
The communal area of the hotel, particularly the lobby, was designed to create an immediate sense of mystery, wonder, and groundedness for guests. Islyn Studio chose an unconventional layout defined by a series of striking striped portals through which the space visually unfolds. These architectural features not only guide movement but also establish a unique rhythm for the entry experience.
Positioned between these striped portals are cylindrical wooden podiums set into tiled niches. These podiums serve a dual function critical for modern, solo-travel accommodation: one side houses the self-check-in machines, reflecting the hotel’s streamlined operations, while the other is used to display merchandise. The material palette in the lobby seating area, situated behind a stained-glass street facade, follows a consistent neutral and earth-toned theme, executed through trowelled plaster walls, mosaic flooring, and the upholstery of the sofas, creating a strong contrast of “rough, natural materials and smooth surfaces.”
A Nurturing Palette of Earth Tones and Textures
The overall aesthetic of Now Now is carefully calibrated to be nurturing and calming, achieved through a cohesive palette of earth tones and highly textured materials. The designers deliberately aimed for a look and feel that seems “both timeless and unexpected,” contributing to the dreamlike and grounded atmosphere. The communal spaces, including the lobby and bathrooms, showcase this commitment to texture and warmth.
The walls are often finished in trowelled plaster, providing a raw, natural depth that contrasts with the smooth, functional surfaces of the check-in podiums. The communal bathrooms, which feature individually lockable toilets and shower cubicles, maintain the nurturing environment through soft lighting and continued use of textured materials, including banks of sinks and showers clad in square beige tiles framed by contrasting purple doors. The material choices, from the tiled flooring to the plush robes provided to guests, ensure that the design language consistently communicates comfort, sophistication, and a sense of retreat from the outside world.
