Convene Hospitality Group (CHG) officially opened its new flagship SoHo event venue today, a 32,000-square-foot space located in the historic Scholastic Building at 555 Broadway. The opening marks the company's 16th location in New York City, solidifying its presence in a key commercial and cultural district.
The venue, named Convene 555 Broadway, is situated between Prince and Spring Streets and spans the entire second floor of the 10-story building. It offers seven distinct meeting and event spaces designed for a variety of functions, from large conferences to intimate workshops and product launches. The space is now open and accepting bookings.
A nod to neighborhood heritage
Designed in collaboration with boutique studio Marlo + Kroft, the venue's interior channels Neoclassical Modernism, paying respect to the building's literary past and the neighborhood's artistic soul. The design is inspired by SoHo's renowned artist lofts, featuring high ceilings, large windows, and open floor plans that flood the space with natural light.
The opening of Convene 555 Broadway is a significant milestone in our journey, marking our 16th location in the city where it all began. New York is our hometown, and there's no neighborhood that captures the intersection of heritage and innovation quite like SoHo," says Ryan Simonetti, President and CEO of CHG. "As we grow, we’re meeting the demand for commercial real estate to flex as lifestyle destinations for connection, creativity, and culture.
Raw materials like concrete and wood are juxtaposed with clean geometric forms and bold colors. In a specific tribute to the building's original architect, Aldo Rossi, structural columns are coated in the same distinctive brick red trim found on the exterior facade. Other details, such as exposed brick and beams, evoke the craftsmanship of bookmaking, a further homage to the Scholastic Building's legacy.
The design aims to balance an industrial loft aesthetic with modern sophistication, creating a versatile backdrop for corporate events and creative gatherings. This approach aligns with a growing trend in commercial real estate to create spaces that are not just functional but also experiential and inspiring.
Loft-inspired spaces for modern business
The new venue is designed to be highly flexible, catering to a range of event sizes and formats. The seven unique spaces include a main hall with a capacity for 252 people, a 16-person boardroom, and five smaller 'studio' rooms that can be used for breakouts or standalone meetings. The total capacity for an event at the location is just over 450 guests.
The spaces are intentionally brandable, allowing clients to customize the environment with their own logos and messaging for what the company calls "client-specific takeovers." This adaptability is crucial for brands looking to create immersive experiences, a popular feature in modern marketing and corporate events. The gallery-style spaces are particularly well-suited for product demonstrations and workshops. SoHo itself has a long history of transformation. Once an industrial neighborhood of cast-iron buildings, it evolved into a haven for artists in the mid-20th century before becoming a global capital for fashion, art, and retail. The opening of the Soho Grand Hotel in 1996 was a landmark moment, establishing the area as a destination for luxury hospitality. The arrival of a major corporate event venue like Convene 555 Broadway signals the next phase in the neighborhood's evolution as a comprehensive business hub, blending its creative roots with high-end corporate facilities, much like the new stadium in Christchurch. This contrasts with other recent pop-up retail activations in the area, such as those from Theory and Ebay, which focus on transient consumer experiences.
Signature hospitality and amenities
CHG emphasizes its "high-touch hospitality approach" as a key differentiator. Clients at 555 Broadway will have access to a dedicated on-site hospitality team to assist with all stages of event planning and execution. The venue also provides integrated A/V and production technology, supported by an in-house team to manage both live and hybrid events.
A chef-driven culinary program provides fresh, seasonal catering prepared on-site by executive chefs. Attendees can also access "Nourish," Convene's signature snack bar, which offers a rotating selection of healthy options designed to keep them energized throughout the day.
Convene Hospitality Group's portfolio includes the brands Convene, etc.venues, and NeueHouse, operating across 38 cities in the U.S. and the UK. The addition of the SoHo location underscores the company's strategy of converting commercial real estate into what it calls 'lifestyle assets,' a reflection of the changing demands for dynamic and collaborative workspaces in a post-pandemic world.
