• "The Manner", a luxury hotel majority-owned by Thais, Sansiri PLC in SoHo, New York City, is situated in one of the world's most valuable and coveted addresses.
  • Redefines the hotel experience with a new style of luxury travel that combines superlative vibes with superior service, reminiscent of “staying at your most stylish friend’s home in New York”
  • Targeted at the next generation of discerning high-end travellers who seek tasteful vacations, extraordinary and unique experiences, and personalised, exclusive services.
  • The latest hotel destination in SoHo, where every visit offers a priceless experience of opulence and breathtaking New York City views, with every area of the hotel reflecting a commitment to exquisite craftsmanship to ensure the ultimate in design, materials, and decor.
  • Trends reveal high spending by Thai and Asian tourists on luxury travel, characterised by organising private parties and enjoying quality relaxation in stylish, tastefully designed hotels, driven by growth factors in the luxury sector.
  • The expansion of the international real estate development portfolio over 10 years reinforces Sansiri's 40-year position as a national Design Leader and its transformation into a Global Brand.

Sansiri presents ‘The Manner’, its latest luxury development that sets a new benchmark for exclusive real estate and hospitality, with a total investment of over 5,000 million baht (or 150 million USD). Located in

Manhattan’s stylish SoHo district, the hotel occupies one of the world’s most sought-after locations and is the first hotel in The Manner brand, which was developed by Standard International and recently acquired by Hyatt.

A HOTEL THAT FEELS LIKE STAYING AT YOUR MOST STYLISH FRIEND’S HOME

Designed to welcome guests into the home of a dear friend, the hotel features 97 exquisitely designed rooms that reflect elegant, classic styling, creating a guest experience that ensures discretion and privacy. Beyond its luxury accommodations, The Manner provides unintrusive, effortless service tailored to discerning travellers who care about quality over pretence, with room rates starting from an estimated 30,000++ baht per night     (or 899++ USD). In addition to its rooms and suites, The Manner also features a two-story penthouse with a wraparound terrace that offers stunning unobstructed views of Manhattan’s skyline.

The debut of The Manner hotel, valued at over 5,000 million baht (over 150 million USD), reinforces Sansiri's position as Thailand's pre-eminent luxury and super-luxury real estate developer, recognised as a global brand for its design leadership. This opening represents a significant expansion of Sansiri's international portfolio, building on its success more than a decade ago with 9 Elvaston Place, an exclusive six-unit residential development in the heart of London, England, valued at over 600 million baht.

The Luxury Travel Trend Watch: 2025 report by Virtuoso and Globetrender highlights a growing trend in luxury and high-end travel, often referred to as 'glamorous travel.' High-net-worth individuals (HNWIs) are becoming younger and are increasingly inclined to spend on leisure experiences that align with their lifestyle. They prefer socialising in private, exclusive settings and seek quality relaxation in hotels that reflect their personal style.  The Asian market plays a pivotal role in driving this luxury sector, as affluent Thai and Asian travellers have the spending power to support their preference for travel that combines style and quality.

With meticulous attention to every detail, the stylish design features the finest craftsmanship done by hand, creating a ‘Crafted Residential Ambience’

As the leading developer in Thailand with over 40 years of creating landmark, design-driven residences in Thailand, Sansiri brings its distinctive philosophy to The Manner. While sharing a lineage with The Standard hotels, The Manner forges its own distinct identity, characterized by an understated elegance designed for a sophisticated traveller who seeks not just a place to stay – but an experience defined by unobtrusive service, thoughtful design, and generous hospitality. The design is a collaboration between Standard International’s Chief Design Officer, Verena Haller, and Milanese residential architect Hannes Peer. As his first hotel project, Peer created spaces that feature a subtle interplay of textures, materials, and spatial compositions, evoking a sense of place and intimacy. The Interior architecture and Brutalist traditions craft environments that balance custom handcrafted furniture with elegant brass finishes, rich woods, and soft materials. The result is an effortlessly residential ambiance—a personal sense of style that evokes a feeling rather than a bold statement. A series of artworks throughout the spaces, such as the black totem pole in the lobby by Nicholas Shurey, ceramic wall art by Italian artist Giovanni de Francesco, and works by Elvira Solana, Alex Proba and Ben Medansky, underscore The Manner’s global sensibility. The hotel’s uniforms have been designed by London-based couture designer Michael Halpern and tailored by the renowned New York-based fashion brand, Lady & Butler.

The Manner’s 97 rooms include 10 suites all of which are designed as serene guest quarters: simple, private spaces that feel like one’s own oasis. Ranging from 300 to 850 square feet, each is a refuge from the city's vibrant energy, where Peer’s expertise in residential design shines. Floor-to-ceiling mirrors create a dialogue with the surrounding cityscape.Chandeliers, positioned with deliberate asymmetry, cast a soft, ambient light to punctuate the rich textures of bespoke Italian fabrics and intricate gold leaf inlays. There is intentionally no artwork on the walls as the palette of ochres, light blues, and sand tones are art in and of themselves. The colors contrast with glossy dark wood veneers and navy-blue lacquered finishes, balancing space and light while adding warmth with a subtle tint. Made-to-measure furniture blends function with

aesthetic sensibility, emitting a nostalgic and contemporary feel. Every detail with The Manner’s guestrooms has been thoughtfully considered, with elevated amenities from partners that include Lenys World, an Italian slipper brand; Foundrae, a fashion jewellery brand popular among celebrities; Atelier Saucier, premium bathroom accessories; Alexander Kirkeby, a glass-blowing designer with exclusive furniture designs unique to this space; Costa Brazil, an eco-friendly brand creating custom amenities; and Max ID, stylish drinking glasses used within the rooms. Modern distractions, such as televisions and tablets, are intentionally absent; instead, guests may enjoy their favourite playlist on a stylish sound system from Dampf.

The Penthouse features a private outdoor terrace, offering the ultimate seclusion with a stunning view of Manhattan's iconic skyline.

Set on the 12th and 13th floors, The Penthouse is a two-story space that transports its guests back to a more glamorous, opulent era of New York’s social scene. Drawing inspiration from the modernist, monochromatic offices of renowned fashion designer Halston Frowick in the Olympic Tower, a favoured haunt of celebrities, artists, and fashion designers, the Penthouse spans 1,800 square feet, wrapped in red lacquer. A double-height window and accompanying mirror amplify the drama and invite natural light and the sweeping city views indoors. Plush carpet provides for barefoot comfort (or entertaining) while a private wraparound terrace with breathtaking views of Manhattan’s skyline (complete with sunbeds) and a Juliet balcony complements the dining and living areas that are serviced by a kitchenette. The upstairs bedroom features a travertine fireplace and work desk (should working be absolutely necessary). The Penthouse also offers private access to The Manner’s Rooftop and can selectively be booked for private events upon request.

Upon ascending the marble staircase to the second floor sits The Apartment – more than a lounge, it’s where careful curation of colors, textures and books intertwine with lived-in comfort. Every detail reflects impeccable taste and a deep appreciation for the extraordinary. This guests-only space is adorned with a rich palette of materials, from the striking Pompeian red walls to a mahogany room divider. A sculptural fireplace complements the artistic interplay of enameled terracotta tiles and exposed concrete elements.                     Two impressive ceramic columns, designed by Ben Medansky, bring added texture to the space. The Apartment epitomizes The Manner’s design philosophy—stylish, welcoming, and utterly captivating—a place where guests feel they have truly arrived in the perfect Soho home. To enhance the experience, a well-stocked pantry invites guests to help themselves to complimentary champagne, wine and snacks.