Playboy Enterprises and Merchants Hospitality announced the opening of Playboy Club New York in midtown Manhattan, Playboy’s North American flagship location.

Embodying the sophisticated life made famous by one of America’s most iconic brands, Playboy Club New York celebrates all things provocative, playful, and exclusive. Located steps north of Hudson Yards, and designed by the globally renowned boutique design studio, Cenk Fikri, Playboy Club New York features four distinct environments that reveal exciting one-of-a-kind experiences as guests access the passages within. Unlike anything else in Manhattan, Playboy Club New York offers a luxuriant cocktail and culinary destination for after-work drinks, dinner, and late-night entertaining alike that caters to a new generation of guests who appreciate a refined culinary experience and highly curated and sophisticated nightlife.

“Our guest experience will set a new benchmark and resonate with our discerning members and guests,” says the Playboy Club’s Creative Director and legendary ‘Master of Ceremonies,’ Richie Notar, of Nobu fame. “From the moment our guests arrive, they will experience an unprecedented level of service, environment, food and exclusivity.”

“Having the Playboy Club return to New York City, in partnership with Merchants Hospitality as best-in-class operators, is another great opportunity for people to experience the sophistication and playful side of our brand,” says Ben Kohn, CEO of Playboy Enterprises. “The environment we create at Playboy Club New York, our other Playboy Clubs and events, along with our media content and global consumer products business continue to expand the world-wide touchpoints of our brand.”

Guests arrive through an ornate entrance into the Playboy Gallery, passing walls lined with never-before-seen Playboy images before stepping into the Playboy Bar. Serving as the room’s focal point, a large opulent oval bar is set around an array of spirits, and glows under a collection of artwork from the Playboy archives that spans more than 65 years. Lighting is low and moody, and black wooden panels with gold accents serve as the backdrop for the room. A gold, embroidered wall draws eyes towards an elaborate DJ booth, surrounded by multiple lounge tables furnished with plush sofas and velvet seating.

From there, guests pass a glass champagne display case before venturing further into the Club to discover the Playboy Lounge, inspired by the heritage of the world-renowned Playboy Mansion. Nothing here is minimal, with four distinct lounges, aptly named the Mansion Lounge, Grotto Lounge, Bunny Lounge and Royal Salute Lounge, that all harken back to the celebrated Mansion’s quintessential design elements. Baroque ceilings, large leather couches and acclaimed Playboy artwork fills the room, enhanced by luscious textiles, bold color palates and whispering patterns throughout. Guests will find a curated collection of literature that pays homage to past Playboy magazine writers, as well as a custom built 600-gallon exotic aquarium boasting a hand-sculpted, bunny head reef at the tank’s center. A one-of-a-kind masterpiece backgammon table has been installed into one of the Lounges for Playboy’s monthly member tournaments.

At the center of the Playboy Club experience, the beloved Playboy Bunnies are dressed in their iconic costume and outfitted with accessories designed by Roberto Cavalli. Famed Playboy events previously held at the Playboy Mansion, such as Playboy’s Midsummer Night’s Dream, and other iconic Playboy Events will now take place at Playboy Club New York. Other special occasions planned for the club include Playboy’s Masquerade Night as well as Oscar, Grammy and Super Bowl celebrations.

A limited number of privileged guests will be able to continue deeper into the Playboy Black Box, by following the bottom lit marble runway, into a vast space that will host the iconic Playboy-themed events. The state-of-art lighting and sound system amplifies the spirit of Black Box to an incomparable level optimal for unrivaled nightlife affairs perfect for private and corporate events.

Hidden to all, save those who know where to look, is the Rabbit Hole, a highly exclusive speakeasy lounge, accessible only to select VIP Playboy Club Members. A secret leather-tufted door slides open to a hidden walkway surrounded by alternating walls of pearl-covered gold and black beveled glass, leading to three subterranean levels that provide the ideal backdrop for the ultimate elite entertaining and imbibing. Throughout the three levels, guests will find multiple secluded tables to enjoy a night in the extravagant and playful world of Playboy, surrounded by a level of sophistication unseen anywhere.

“We are excited to enter the new era of the Playboy brand and introduce the new Playboy Club to New York City and the rest of the world,” says Merchants Hospitality’s Abraham Merchant. “We have created an electric and epic atmosphere at the Playboy Club. From the music to the luxurious interior, the design to the savory menu, it will be an experience our guests will never forget.”

Playboy Club New York’s epicurean offering was created by Nobu Veteran Richie Notar.  Notar has developed a menu with “gastronomic attitude” for the Playboy Club with carefully curated dishes that use the absolute best ingredients possible and apply crafted skills to mirror the luxurious and exclusive nature of Playboy Club New York. From indulging in light lounge bites to a full course meal, guests are able to enjoy highlight dishes as Yellowfin Tuna with crispy rice, spicy mayo, roasted sesame, Spanish Turbot Meuniere with capers, brown butter and Wagyu Miyazaki Steak with toast, tomato jam, butter. The menu culminates with a series of tempting desserts including the Playboy Gold Bar with crispies, hazelnut, and cherries.

The Playboy Club also features a phenomenal sushi menu created by Tabitha Yeh, Playboy Club’s Executive Chef. Yeh’s Playboy House Roll filled with Toro, Salmon, Caviar, and Crispy Shallots wrapped in cucumber is just one of several creations she has put forth. Yeh is considered a new rising star in the Chef’s world with recent openings in San Francisco and Shanghai.

Accompanying the culinary journey, Playboy Club New York’s beverage program is led by seasoned Mixologist Fred Dex.  Dex is one of only 236 Master Sommeliers in the World as well as one of the United States’ leading wine, cocktail & beverage consultants and education experts. With a career that spans two decades, Dex has spearheaded the Mixology programs for BLT Restaurant Group, Tao Group, Motorino Pizzeria, Max Brenner Chocolate, The Grand Hyatt NYC, and many more.  Dex’s innovative, artful menu is highlighted by signature cocktails such as Careless Whisper, a take on the classic cosmopolitan with Grey Goose Vodka, Combier Pamplemousse, St. Germain, Cranberry and the Q, named after the debonair James Bond character, inspired by the classic martini, with Belvedere Single Estate Rye Vodka, Dolin Dry, Lillet, Sea Salt and Orange Bitters. The cocktail menu is accompanied by an impressive selection of high-end spirits, plus a prominent wine and champagne collection curated by Wine Director and Sommelier, Andrew Bell, one of the foremost Sommeliers in the country and Co-Founder and President of American Sommelier.

Playboy Club New York has also launched a premier, ultra-luxurious private membership program inclusive of customized and curated experiences, as well as granting the exclusive access and VIP treatment synonymous with the Playboy brand. The Playboy Club Membership is organized in membership tiers that include varied access to private areas of the club, invitations to members-only events, access to signature Playboy worldwide events, and much more.  All members receive a personalized titanium membership card and modernized version of the iconic Playboy key.

Playboy Club New York is located at 512 West 42nd Street between Tenth and Eleventh Avenue in New York City. The club is open daily from 5 P.M. – 4 A.M.