New Cultural Programming & Cocktail-ing at Freehand New York.

They say art imitates life. The notion that a creative piece was inspired by true events, a story or site.

Step into Freehand New York, an affordable, design-centric hotel set in the former George Washington Hotel (and boarding house), once home to many storied writers, musicians, and creatives of the past century, including poet W. H. Auden and novelist Christopher Isherwood.

The 18-story hotel building was raised in 1930 and restored in 2018. Original travertine floors and millwork greet guests in the lobby’s elevator bank and repeat throughout the refurbished concepts, alongside vintage and custom-made furniture by acclaimed arch-firm Roman and Williams. Custom-commissioned murals (in partnership with artists and alumni from Bard College) are featured in 398 guest rooms and suites – 36 of which are dorm-style bunk rooms to accommodate groups of four; and 39 cozy quarters dubbed “Three’s Company” to please parents and a child in the same space (sans rollaway cot).

Today, Freehand New York focuses on offering visitors (both near and far) an especial experience within the bustling city, while refreshing local artist talent and “spirit” through cultural programming and cocktail-ing.

“Experiencing Freehand New York is all about absorbing the energy on property,” says Brian Cooke, Global Director of Corporate Sales at Freehand Hotels. “The true way to experience, is to visit the spaces throughout the hotel [as] each food and beverage outlet offers comfortable spaces to kick back and enjoy the ambiance.”

The hotel property houses skilled mixology and creative activity across its four situated concepts, including Freehand Hotels’ recognized bar Broken Shaker; re-located Latin-American Comodo, and large avant-garde Georgia Room with interconnected Bar Calico.

 

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From top-down, Broken Shaker sits at penthouse height with sweeping city views, sophisticated cocktails, and “elevated” bites – enter Shaker Hot Chicken Sandwich. That’s buttermilk-brined fried chicken smothered in smoked paprika and cayenne glaze (with house slaw) and squeezed in between two hot buns.

Gabriel Orta and Elad Zvi of Bar Lab created the bohemian concept (a pop-up bar then) in a rundown hotel in Miami Beach, which later became known for the finest cocktail program nationally. Expert bartenders impressively blend elixirs, syrups and infusions with fragrant herbs, fresh-pressed juices and exotic ingredients from around the world. With the title ‘Best American Hotel Bar’ at Tales of the Cocktail, Broken Shaker certainly “shakes” their liquor seriously.

 

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At mezzanine level, Bar Calico stands on the right with Georgia Room to the left, via a “little portal.” Both concepts stem from Authentic Hospitality (The Jane Ballroom, Ray’s Bar) and “sprout” the same muse: Mod-feminist painter Georgia O’Keeffe.

 

Photo by: Max Flatow

Seasonal cocktails are influenced by the “perky” nature of O’Keeffe; hence You’re Makin’ Me Corny, a mixture of Abasolo Corn Whiskey, Nixta Elote Liqueur, corn purée, orgeat, and sprinkle of tajin for a southwestern smack, among others by head bartender Trevor Langer and team.

Fragrant cocktails are named after O’Keeffe’s femme paintings; hence Morning Glory, a tall mixture of Agua Mágica Mezcal, Black Dirt Distillery Applejack Brandy, lemon, orange, and guava juices, plus sprinkle of smoked chili for a southwestern smack. On the softer side: Maid Spritz, a high blend of Flor de Caña Rum, St. Germain Elderflower Liqueur, cucumber shrub and bitters, lime juice, sparkling wine, and club soda.

 

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Georgia Room builds a sense of anticipation from across the lobby lounge. The vast “artist home” bumps various dance hits – from deep house to disco (cue ABBA) – beneath a twirling disco ball and beside ten lounge-y tables with optional bottle service. “A tequila soda, please,” shouts one of 300 partygoers to (one of) four bartenders behind the stick.

Local comedy acts, live sing-a-longs, and santafeño line dancing fill up the ballroom weekly calendar promising… human connection (coming out of coronavirus). Reservations are not required for revelers – though necessary authenticity and acceptance is on the dance floor.

“Georgia Room honors O’Keeffe’s commitment to individuality by welcoming and encouraging creativity and beauty in all its shapes, colors, genders, and sizes,” Prince states. “It is an inclusive lounge where both the elegant and funky can feel at home.”

 

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One flight down the art-adorned staircase lies Comodo, a stylish stand-alone restaurant with refined Pan-Latin plates, natural wines, and craft cocktails that nod to the lively social moments experienced throughout the hotel. The 70-seat dining room is primed to transform into a rotating art gallery for emerging voices.

“We want to use the spotlight of being in Manhattan – in the Flatiron District – to elevate those voices, primarily of minorities who give flavor to our electric city,” reveals Tamy Rofe, co-founder (and wine director) alongside chef-husband Felipe Donnelly. “Attached to that will be a series of supper club dinners – a sort of salon for artists – to gather once a month over mezcales, wine, food, and conversations. All inspired and tied to what will be on the walls.”

Lit by warm stone table lamps, the U-shaped wooden bar delivers mezcal-laced cocktails like Martina #2, with Akul and La Venenosa Raicilla Sur Mezcal, Bresca Dorada Arangiu Orange Liqueur, castelvetrano olive brine, and lime juice for savory sipping next to the Trout Ceviche Tostada.

“Martina #2 is where a Margarita and a Dirty Martini intersect. The bit of Latin American inspiration added to the most classic hotel cocktail one could ask for!” Rofe mentions. Hotels today are more than a promising place to lay your head at night. They are ever-changing attractions to welcome in new guests around the clock.

“Hotel bars are now meeting grounds for locals and hotel guests alike,” Prince adds. “They are warmer, more open, and often have a higher level of conceptualization to them than before. They have turned into destinations, which is exciting for both New Yorkers and travelers.”

From hand paintings to hand-crafted cocktails, Freehand New York creates art in all forms.