So&So’s
A Neighborhood Piano Bar
Where the who’s-who mingle with the whomevers
Where the who’s-who mingle with the whomevers
Tucked away on 52nd, just off 8th Ave in Hell’s Kitchen, So & So’s is a discrete escape for friends, neighbors, and theatrical denizens in search of a good time. Nightly live entertainment pairs perfectly with a supper-club-style menu of irreverent takes on continental classics and a dive-bar chic cocktail list. A menu designed by New York native Chef Aaron Fitterman features high-low pairings and retro city standards.
Opened September 1, 2024
851 8th Ave, New York, NY 10019
Designed by Goodrich, NYC
Developed by LUCID
THE BACKSTORY
For years, the Hampton Inn Times Square presided from a 1960s Morris Lapidus building over 8th Avenue (with an eye-poppingly impressive occupancy rate). Highgate saw an opportunity to drive room rates with a full-scale renovation and a flagship property for the new Romer Neighborhood Hotels brand.
THE CHALLENGE
Nestled behind a discreet “blue door” in Hell’s Kitchen at 302 W 52nd St., So & So’s faced the challenge of carving out a vibrant identity in an inconspicuous corner of a hotel building, in a neighborhood saturated by nightlife and post-theater venues. Despite its proximity to the theater district, it needed to transcend typical hotel draw and attract locals, neighbors, and talent seeking an authentic overnight-stay alternative to the familiar.
OUR THEORY
We believed that if we created a space where the familiar feel of a neighborhood bar met the elevated energy of a stylish supper-club, we could establish something that resonated both with local regulars and the after-show crowd. Pairing a live-music-centred concept (piano stage plus nightly entertainment) with playful, upscale food and drink would give So & So’s a distinctive positioning: neither a hotel lounge nor a Broadway bar—rather, a place where you feel you’ve stumbled into a “local legend’s living room.”
THE DESIGN
Designed by Goodrich, the interior converts back-of-house hotel space into an evocative “jewel box” lounge anchored by a blue upright piano on a raised stage. The color palette of vibrant red and regal blue, custom “S &” carpet pattern, red camo-print upholstered walls, and blue velvet seating all evoke a retro-chic New York nightlife era while staying fresh. The concept of “high-low” is built into the brand and design: vinyl menu covers, graffiti-style logo, plush banquettes, and layered textures give the space both richness and irreverence. Every seat is oriented toward the stage or the bar; the lighting, finishes, and layout support a sense of theatrical intimacy and conviviality.
THE MENU
At its core, the food and beverage program balances supper-club refinement with neighborhood ease. The menu features playful house signatures alongside elevated fare: Think “K-POP Fries,” Wagyu burgers, and Sesame Tuna for mains, complemented by a strong cocktail list. The beverage program is equally intentional: craft cocktails borrow Broadway and New York references (e.g., “Blue Note & Bitters,” “Bodega Cat”), mixing accessible price points with spirited execution. The live music programming amplifies the dining and cocktail experience, making every visit feel like part dinner, part show.
The Results
As a result of this collaboration, So&So's enjoyed a highly successful opening, marked by smooth operations and strong early reception. The thoughtfully developed concept and menu quickly resonated with the community, and the restaurant has since become a beloved neighborhood favorite, known for its vibrant atmosphere and consistently exciting offerings.