The Trump SoHo Hotel Was Struggling to Survive. Then It Dropped Its Name
After removing its association with the president and rebranding as the Dominick, the downtown Manhattan tower has become a hot commodity.
At midnight on Dec. 20, 2017, the Trump SoHo New York faded into the history books. But the lights never turned off and the doors never closed. Instead, the David Rockwell-designed hotel—which commands some of the most impressive views in the city—took on a new name. When its guests woke up on Dec. 21, they became the first patrons of the Dominick.
In the year since the hotel’s rechristening, not much has changed. While at the spa you can now get a Detox & Glow facial from skin-care line Babor, instead of the former offering, Ivanka’s Choice, the lobby still bears the Trump SoHo’s signature travertine-and-gold aesthetic. The main restaurant, which closed long ago because of slow business, remains shuttered, and the ultraspacious rooms have maintained their custom Fendi furnishings and tufted-leather headboards. Even the staff has mostly remained in place.