Freehand hotel
(Image credit: Adrian Gaut)

The playfully irreverent hotel brand, Freehand, has fittingly brought its free-spirited aesthetic to the heart of the Big Apple.

Occupying the historic George Washington Hotel in the city’s Flatiron neighbourhood, originally built in 1928, Freehand New York exudes the same vibrant textures and warmth that have made it a favourite in Miami, Los Angeles and Chicago.

For New York, the the Sydell Group reprised its long-standing collaboration with Roman and Williams, who has mixed restored original aspects of the building’s interiors with custom-made furniture and fixtures, found objects and accents that speak to the American craftsman aesthetic and site-specific artwork commissioned from Bard College’s Live Arts Program.

While an embodiment of the neighbourhood’s past and present, Freehand New York leaves its own mark with its stylish bar and culinary offerings. Local tastemaker Gabriel Stulman is not only behind its restaurant, Simon & The Whale, a charmingly nostalgic, seafood-focused spot, but also a living room-esque café concept and refined bar that doles out small bites and classic cocktails, both located on the mezzanine floor.

In spring, the brand’s signature bar, Broken Shaker, which was first launched in Miami, will move in to the hotel’s rooftop. 

Reception view of hotel freehand

(Image credit: Adrian Gaut)

Elevators and wooden walls

(Image credit: Adrian Gaut)

Custom made furniture and fixtures

(Image credit: Adrian Gaut)

Beautiful interiors of hall and wooden furniture

(Image credit: Adrian Gaut)

inner view of hotel freehand

(Image credit: Adrian Gaut)

Dark interiors and classic lights

(Image credit: Adrian Gaut)

freehand hotel outer view

(Image credit: Adrian Gaut)




23 Lexington Avenue



Adrian Gaut

Pei-Ru Keh is a former US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru held various titles at Wallpaper* between 2007 and 2023. She reports on design, tech, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru took a key role in championing diversity and representation within Wallpaper's content pillars, actively seeking out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.