AWC strengthens long-term partnership with Nobu Hospitality to launch two iconic Plaza Athénée Hotels in New York and Bangkok » Fox Communications » A luxury communications agency specialising in five core areas.

Subscribe to Fox Quarterly to receive exclusive luxury industry insights.

Privacy Policy

AWC strengthens long-term partnership with Nobu Hospitality to launch two iconic Plaza Athénée Hotels in New York and Bangkok

  • Plaza Athenee Nobu Hotel and Spa New York is situated in the city’s most luxurious location in the Upper East Side on 64th Street and Park Avenue
  • The Plaza Athenee Nobu Hotel and Spa Bangkok will be located in the EAC (East Asiatic Company) Heritage Building, the best location by the Chao Phraya River
  • The developments leverage the strong luxury brand of Plaza Athenee and lifestyle experience expertise of Nobu Hospitality, strengthen the long-term strategic partnership between AWC and Nobu Hospitality
  • AWC’s investment in Hotel Plaza Athenee New Yorkis through AWC growth-led strategy, utilizing strength in development and partnership and targeting top quality projects that promote continuous and sustainable growth

Asset World Corp Public Company Limited or AWC, Thailand’s leading integrated lifestyle real estate group, strengthens its long-term partnership with Nobu Hospitality, the globally iconic and fastest growing luxury lifestyle brand, to develop Plaza Athenee hotels in New York and Bangkok, bringing the new level of ultra-luxury to iconic heritage buildings in two of the world’s most visited cities. Under the collaboration, AWC and Nobu will partner to launch the world’s most remarkable hotels in the best strategic locations in New York and Bangkok under the Plaza Athenee brand. Leveraging AWC’s strength in real estate development and hospitality, the two partners will develop these two heritage buildings, each with their own rich history – Hotel Plaza Athenee New York known as one of the most famous and luxury hotels in Manhattan, and another special EAC building recognized as one of the most beautiful building at the best location by Chao Phraya River in Bangkok, – synergize two flagship properties in AWC’s growing portfolio.

Mrs. Wallapa Traisorat, Chief Executive Officer and President, Asset World Corp Public Company Limited or AWC, states, “AWC is delighted to expand our collaboration with Nobu Hospitality as it marks another important milestone for our partnership. With our shared vision in creating unique experience to customers and developing sustainable values to all stakeholders, AWC has found the ideal partner for our special flagship projects. We are very excited about the development of these two unique projects, the Hotel Plaza Athenee New York, an award-winning property and one of the best hotels in New York for many consecutive years. Afreehold prime asset, the building is located at Upper East Side on 64th Street between Park Avenue and Madison Avenue, one of the most sought-after luxury neighborhoods in New York, and will be developed into Plaza Athenee Nobu Hotel and Spa New York. In Thailand, the heritage EAC building by the Chao Phraya River, will be developed into The Plaza Athenee Nobu Hotel and Spa Bangkok. These hotels will offer the unique luxury experience of the Plaza Athenee brand and the modern luxury with minimal Japanese tradition from Nobu, the world’s most renowned lifestyle brand.”

“AWC’s investment for Hotel Plaza Athenee New York is based on AWC growth-led strategy, which will lay the foundation for continuous and sustainable growth. This unique and special investment has been supported by the Board of Directors of the company and is in the approval process from the shareholders. We believe that the investment in this flagship project in New York can unlock further growth for AWC, while broadening the company’s strategic positioning and customer base.”

Mr. Trevor Horwell, Chief Executive Officer, Nobu Hospitality, said that “We are profoundly grateful that AWC has entrusted us with the development of two of their most valuable properties, in the most iconic buildings and historic areas of two exceptional cities.  We are privileged to collaborate closely with the AWC team, led by visionary CEO, Khun Wallapa Traisorat, who is spearheading an exciting and innovative approach to the hospitality industry. The Plaza Athenee Nobu Hotel and Spa Bangkok and the Plaza Athenee Nobu Hotel and Spa New York will redefine the standards of luxury and sophistication not only in Thailand but also in the U.S. This partnership allows us to embark upon an extraordinary journey together.” 

AWC and Nobu will transform two iconic heritage buildings in New York and Bangkok to the Plaza Athénée Hotel located in the historical Upper East Side near Central Park, museums, consulates, and high-end shopping, and an iconic building located in the best location by the Chao Phraya River in Bangkok. The Plaza Athenee and Nobu brands will combine the ultra-luxury experience of Plaza Athenee and the world-renowned modern luxury lifestyle brand of Nobu, with both hotels featuring a classical design that brings modern simplicity and European classic architecture together. Both hotels are scheduled to open in 2026.

Set in a building that’s almost a century old, the Plaza Athenee Nobu & Spa New York will represent Nobu’s inaugural hotel in New York and will offer 145 room keys under a soothing visual style and uncluttered comfort. The suites will be unique with indoor and outdoor glassed terraces and gazebos, a unique townhouse with exclusive service serving as a private sanctuary for the discerning traveler, along with a traditional Japanese Onsen, spa, and wellness center. The hotel will offer a Nobu omakase experience as well as a bar and lounge crafted to draw locals and guests alike, and a rooftop area for private parties with a panoramic view of New York City. AWC will oversee overallproject development along with the concept and design.

In Bangkok, the Plaza Athenee Nobu Hotel and Spa Bangkok will offer ultra-luxury hospitality and a unique world-class F&B experience, with AWC and Nobu developing the East meet West concept, integrated under the River Journey concept. Registered as a historical site, the EAC building was founded in 1884 by Captain Hans Niels Andersen, a Danish mariner and entrepreneur who founded East Asiatic Company. The hotel will further elevate luxury travel in Thailand connecting to other AWC projects along the Chao Phraya River, creating a unique riverfront experience for both Thai people and international visitors.

AWC and Nobu will showcase the recreation of the iconic riverfront heritage buildings, offering a unique hospitality experience, including other curated dining offerings. By preserving the original structures of the buildings and the inherent art, we aim to instill pride in this historic area, thereby creating long-term, sustainable value for the surrounding communities. The Plaza Athenee Nobu Hotel and Spa Bangkok will also include a special Nobu cruise boat for bespoke private functions, with each journey customizable for guests.

“The development of these remarkable hotels in two major global destinations with Nobu Hospitality will also strengthen the long-standing Plaza Athénée brand together with the uniquely modern luxury lifestyle of Nobu brand to offer best-in-class products and services to global travelers. Through this  strategic partnership of AWC and Nobu Hospitality, we believe to build the new benchmark and create long-term sustainable value for the industry,” Mrs. Wallapa added.

Today’s announcement follows an exclusive agreement AWC signed with Nobu Hospitality in July 2022 to open the first Nobu restaurant in Thailand by 2023 on the top floor of The Empire, AWC’s flagship lifestyle mixed-use office complex located in the bustling central business district of Bangkok.

For more media information, please contact:

Yuwadee Thavornchaisophon, Head of AWC Communications,

Moke Promma, Corporate Communication Manager, moke.p@assetworldcorp-th.comPartisar Poolthong, Corporate Communications Officer,

About Asset World Corp Public Company Limited

Asset World Corp Public Company Limited (AWC) is Thailand’s leading integrated lifestyle real estate group and a member of TCC Group, with the focus on hospitality, lifestyle destinations, and commercial workspaces.  Driven by the philosophy of “Building a Better Future,” AWC strives to grow and expand beyond the norms with a diverse array of quality projects, providing responsible and sustainable solutions for all our stakeholders. The company has two main businesses. Hospitality business managed by top hotel executives of world-renowned hotel brands such as Marriott, The Luxury Collection, Okura, Banyan Tree, Hilton, Sheraton, and Melia, and Commercial properties whose projects include 1) Retail and Wholesale such as lifestyle travel destinations, community shopping malls, community markets, and wholesale business real estate. Popular real estate projects consist of Asiatique the Riverfront Destination, Gateway at Bangsue, AEC Trade Center – Pantip Wholesale Destination, and Tawanna Bangkapi, and 2) Commercial buildings including the famous ‘The Empire’ Tower and Athenee Tower located in Bangkok’s central business district. AWC is committed to integrating its sustainability strategy in every part of its operations to create long-term sustainable value for all stakeholders. The sustainability strategy consists of three key pillars: Better Planet, Better People and Better Prosperity, while the framework has created numerous long-term initiatives including the ReConcept, The GALLERY and other projects. For more information, please visit the company’s website at

About Nobu Hospitality

Named one of luxury’s 25 Most Innovative Brands by Robb Report, Nobu Hospitality is ranked among an elite selection of global lifestyle brands. The natural growth of Nobu Hospitality, built on service, image, and reputation, offers the complete spectrum of hotel, restaurant, and residence management for unique projects around the world. Founded by Nobu Matsuhisa, Robert De Niro, and Meir Teper, the Nobu brand thrives in the world’s capitals spanning five continents. The first Nobu Hotel opened in 2013 in Las Vegas and since then an additional 35 hotels have been added. Today Nobu hotels are open in the following locations: Atlanta, Manila, Miami Beach, Malibu, Shoreditch (London), Ibiza, Palo Alto, Marbella, Los Cabos, Barcelona, Warsaw, Chicago, Portman Square (London), Santorini, Marrakech, and Sevilla.  Nobu Hotels opening this year include Atlantic City and San Sebastián, with Rome, Toronto, Bangkok, Lisbon, New Orleans, Al Marjan Island, Madrid, Tel Aviv, Hamburg, Punta Cana, Orlando, Danang, Tulum, São Paulo, Al Khobar, Abu Dhabi, and New York in development.

Download the Nobu App (Android and App Store) and follow @nobuhotels for the latest Nobu Hospitality news.

Published 20th June 2023

Join our conversation...

Where we share some of the things we love.