A new hotel property has arrived in midtown, from emerging luxury brand Viceroy. Following successful locations in Miami, California, United Arab Emirates, Turkey, Anguilla, Mexico and Maldives, the hotel group looks to claim a stake in New York City with its first branded property in the Big Apple. Located on 57th street, Viceroy tapped design firm Roman and Williams to take on the interiors, offering a downtown aesthetic with uptown sophistication, which pays homage to the building’s prewar architecture and glamorous neighbors. Firm principal Robin Standefer says, “We were inspired by film noir; notoriously stylish, a collision of the old world and the new world. That’s where we want to be and that’s what we want to share with people.” Adding to the bespoke interiors, a custom fragrance by scent curators 12.29 to fill the double height lobby. Many of the 270 guest suites, which feature amenities like Sferra bedding, Neil George spa products, and Vosges Haut-chocolates, feature views of Central Park from their floor-to-ceiling windows. Gerber Group teamed up with Chef Marc Murphy to open Kingside, a bar and restaurant offering Murphy’s New American Cooking.