M Social Collective: New York Times Square Edition united ATP players, wellness leaders and sustainability partners for two days of movement, recovery and connection at M Social Hotel New York Times Square

Link to imagery: HERE Photo Credit: M Social Hotel New York Times Square

NEW YORK, Sept. 1, 2026 /PRNewswire/ — 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 program held August 26–27 that united ATP players, wellness leaders, sustainability partners, media, creators and the local community.

Set against panoramic views of Times Square at the hotel’s signature rooftop destination, Beast & Butterflies, the experience moved beyond the traditional tournament setting, blending professional tennis with movement, recovery, sustainability, food and music.

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, travelers and locals could connect beyond the court.

“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.”— Carolyn Wishnowski, Vice President, Global Branding, Marketing & Loyalty, Millennium Hotels & Resorts

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. M Social 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
“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.”— ATP Player Yannick Hanfmann

Across the two-day program, 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 centered on community, restoration and healthier routines while traveling.

The second morning brought guests back together for breakfast with the players and a more restorative lineup of programming, including sound bath meditation and mindful moments designed to balance the pace and intensity of US Open week.

Hyper-Local Sustainability, From Hive to Glass
The event also spotlighted M Social Hotel New York Times Square’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, travelers and New Yorkers to connect outside the traditional tournament setting.

The programming reflected M Social’s 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.” — Vikram Sardana, Vice President, Operations, New York, and General Manager, M Social Hotel New York Times Square

“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.”
— ATP Player Hamad Medjedovic

M Social Collective: New York Times Square Edition marks the latest chapter in the continued evolution of the global platform. Following editions in Penang, Paris and New York Times Square, M Social Collective will return in 2027 with a Downtown Edition, continuing to bring the M Social brand to life through experiences shaped by the culture, communities and creative energy of each destination.

About M Social Hotel New York Times Square
Located in the heart of Times Square, M Social Hotel New York Times Square offers an energetic lifestyle experience inspired by New York City’s creativity, culture and connection. Featuring contemporary accommodations, panoramic views, the vibrant Beast & Butterflies rooftop restaurant and bar, and year-round experiential programming, the hotel serves as a destination for travelers and locals alike seeking authentic experiences in one of the world’s most iconic neighborhoods.

About M Social
Relax, work, eat, play, and get inspired. These are the mantras at M Social, the digital-led,
experience-rich contemporary lifestyle hotel brand of Millennium Hotels and Resorts. More than just a place to sleep, M Social redefines modern hospitality with its commitment to sustainability, personalised service, and comfort, prevalent throughout its properties located in cosmopolitan hubs, from Singapore and Auckland to New York and Suzhou. No two stays are the same, with each hotel offering its own vibrant and creative atmosphere where guests can unwind, connect, and explore. Discover M Social and its extraordinary collection of hotels at www.msocial.com.

About Millennium Hotels and Resorts (MHR)
Millennium Hotels and Resorts (MHR) is a dynamic, global hospitality group with properties spanning four continents and 80 destinations. With a reputation for excellence, MHR owns, manages, and operates over 145 properties worldwide including in New York, Los Angeles, London, Paris, Dubai, Abu Dhabi, Auckland, Beijing, and Singapore. Its diverse portfolio spans brands including The Biltmore, Grand Millennium, Millennium, M Social, Studio M, M Hotel, Copthorne, and Kingsgate, offering the perfect address for business and leisure travellers seeking hospitality experiences that go above and beyond. MHR is a Hong Leong Group subsidiary of Singapore-listed global real estate company City Developments Limited. For more information, visit www.millenniumhotels.com.

About MyMillennium
Explore the world and be rewarded with MyMillennium, the global loyalty programme from Millennium Hotels and Resorts. MyMillennium allows members to earn and redeem points at over 145 participating hotels across Asia-Pacific, the UK, USA, and the Middle East. Members can earn MyPoints on their stays and dining, and redeem them for rewards such as complimentary nights, room upgrades, dining discounts, and more.

The programme consists of three membership tiers – Classic, Silver, and Prestige – each offering exclusive perks as members progress. In addition, MyMillennium BIZ offers corporate bookers tailored rewards on their business travels and events, making MyMillennium a versatile and rewarding loyalty programme for both leisure and business travellers.

Sign up at www.millenniumhotels.com/en/programmes/my-millennium/

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