A new brand of Scandinavian style comes to SoHo.

With the help of creative director Anda Andrei and design firm Space Copenhagen, 11 Howard brings Scandinavian minimalism to SoHo, one of New York City’s most stylish neighborhoods. The lobby feels at once grand and elevated, with a muted palette and soaring ceilings, drawing the eye up to a stark Calder mobile. Upstairs, the property’s 221 rooms feature midcentury wooden furnishings, mixed in with metal­-footed beds and contemporary lighting. Bamboo area rugs and oak­-plank floors complement the marble­- and brass­-trimmed bathrooms. On the second floor, Hiroshi Sugimoto photographs grace the walls and distinctive diagonal wooden planks cover the floors of a communal oasis called The Library. After the sun sets, the Library crowd migrates downstairs to mingle at the Blond, a bar with a distinctive mix of acid-­washed mirrors and bright velvet seating. Underpinning this thriving social scene is a mission of inclusion, which owners call “conscious hospitality.” The hotel collaborates with a number of local businesses and nonprofits, such as the art organization Groundswell. As a result of this partnership, the building’s facade is distinguished by a bold black, white, and blue mural—a singular artistic contribution to the neighborhood.