M Social Collective Brings Sport and Wellness to Times Square
M Social Hotel New York Times Square brought the energy of US Open week to its rooftop with M Social Collective: New York Times Square Edition, a two-day programme held on 26 and 27 August that united ATP players, wellness leaders, sustainability partners, media, creators and the local community. Set against panoramic views of Times Square, the experience moved beyond the traditional tournament setting, blending professional tennis with movement, recovery, sustainability, food and music.
M Social Hotel New York Times Square marked the third global chapter of M Social Collective, following editions at M Social Resort Penang and M Social Hotel Paris. The destination-led platform is designed to bring the M Social brand to life through locally relevant experiences shaped by the people, ideas and cultural energy of each city. In New York, the platform tapped into the momentum of US Open week while creating a more personal setting where athletes, partners, travellers and locals could connect beyond the court.
Pictured at the event, from left to right, were Vikram Sardana, Vice President, Operations, New York, and General Manager, M Social Hotel New York Times Square; ATP Player Yannick Hanfmann; Tatjana Stanovic, Hotel Manager, M Social Hotel New York Times Square; Carolyn Wishnowski, Vice President, Global Branding, Marketing and Loyalty, Millennium Hotels and Resorts; ATP Player Hamad Medjedovic; and Glaxon Geevarghese, Area Director of Sales and Marketing, Highgate.
M Social Collective is a global brand platform designed to bring M Social to life through the culture, communities and experiences that define each destination. From Penang to Paris and now New York Times Square, every edition is intentionally different, but the idea remains consistent: creating relevant, social experiences that connect our hotels more deeply with their cities and give guests another way to discover the M Social brand.
Where Sport Met Culture
The celebration opened with The New Social Athlete: Where Sport Meets Culture, a rooftop panel exploring how the modern athlete’s influence extends beyond competition into wellness, travel, culture and community. Resident trainer Keoni Hudoba moderated the conversation with ATP players Yannick Hanfmann and Hamad Medjedovic, Coffee & Chill co-founders Liz Lindenmeier and Micah Lundstrom, and Kristen Rydberg, Northeast Territory Lead at Alvéole.
The conversation moved beyond match play to explore the rituals, environments and communities that support performance, from recovery and mental wellbeing to responsible travel, and the role hospitality can play in helping athletes and guests feel grounded while on the move.
A Rooftop Built for Movement and Recovery
Across the two-day programme, Beast & Butterflies transformed from a social gathering place into an open-air wellness destination. Attendees joined movement and agility sessions led by participating athletes and Hudoba, followed by recovery-focused experiences from Coffee & Chill, including cold plunges and programming centred on community, restoration and healthier routines while travelling. The second morning brought guests back together for breakfast with the players and a more restorative line-up of programming, including sound bath meditation and mindful moments designed to balance the pace and intensity of US Open week.
Having a spacious room and access to a great gym here at M Social Hotel New York Times Square is a huge advantage, especially during the US Open when so many players are sharing limited space. It’s also great to have everything in one place, from a great gym and excellent food to opportunities to connect with other people and be part of the community. Having that space and flexibility to train, eat well, recharge and connect makes a real difference.
Hyper-Local Sustainability, From Hive to Glass
The event also spotlighted the hotel’s ongoing rooftop beekeeping partnership with Alvéole. Through guided beehive experiences, honey tastings and educational moments, guests learned how urban pollinators can support biodiversity even in the heart of Manhattan. Honey produced on the hotel’s rooftop was incorporated into cocktails, mocktails and culinary offerings, making the property’s sustainability work tangible, something guests could see, taste and understand firsthand.
Hospitality as a Platform for Connection
Signature food and beverage, DJ sets and informal rooftop mixers carried the experience into the evening, creating space for athletes, partners, media, creators, travellers and New Yorkers to connect outside the traditional tournament setting. The programming reflected the M Social approach to contemporary hospitality: activating distinctive spaces and locally relevant partnerships so the hotel becomes not only a place to stay, but a way into the life of the city.
M Social Collective: New York Times Square Edition showed how we can use the energy of our location and the strength of the right partners to create something that feels relevant to both our guests and the city. Bringing together ATP players, wellness and sustainability partners during US Open week allowed us to activate Beast & Butterflies in a completely different way and introduce more people to the M Social experience. These partnerships help us build the brand locally, create new reasons to engage with the hotel and strengthen our connection with the New York community.
Having a room that feels like an escape while still being in the heart of Manhattan is really special. At M Social Hotel New York Times Square, you’re surrounded by all the energy of the city, but you can step back into your room, unwind and recharge, all while taking in amazing views of New York. During a tournament like the US Open, having that balance makes a real difference.
