Open since 2016, 11 Howard Hotel has quickly become one of SoHo’s most beloved hospitality experiences. Describing itself as “very casual luxury”, 11 Howard’s conscious approach to hospitality “promotes the reassuring nature of familiarity, creating habits, routine, and comfort—but offset with surprise and adventure.” A stylistic fusion of Danish minimalism with New York realism, 11 Howard is known among locals as relaxed and smartly curated place to stay in SoHo.
As part of their vision of establishing comfort offset with surprise and adventure, 11 Howard Hotel will be partnering with long-time hospitality vet Adres Diaz to open up a brand new restaurant as part of the 11 Howard experience. Called La Rubia, the new restaurant is described as an all-day concept that will serve 11 Howard guests and SoHo residents alike.
Perfectly aligned with 11 Howard’s aesthetic vision, La Rubia’s unique concept promises to make it an experience that “effortlessly blends a sophisticated yet casual atmosphere with elevated hospitality.” Offering everything from breakfast and coffee to a raw bar with cocktails, La Rubia’s carefully curated menu “blends morning, day and night, creating a laid-back yet elevated experience that extends throughout the hours.”
Andres Diaz has worked in hospitality for years and currently operates some of New York’s finest restaurants. As the owner of Felix, Diaz earned particular acclaim when he launched Her Name Was Carmen with Omar Ben Hammou, a chef brought over from the three-Michelin starred Le Bernadin. The two-floor Latin American hotspot quickly became the “It” restaurant in SoHo, and now it appears that Diaz has rightfully attracted the attention of the owners of 11 Howard.
With 1,100 square feet of space available for diners, La Rubia is expected to seat up to 53 guests at one time. Located on the ground floor of 11 Howard, the restaurant will be accessible to both hotel guests and SoHo residents. While further details of the project are still forthcoming, with a mind like Diaz’s at the helm, La Rubia is sure to be an unmissable experience.
