Professional tennis players Yannick Hanfmann (2nd from left) and Hamad Medjedovic (2nd from right) joined MHR VP for Global Branding Ms Carolyn Wishnowski (centre) and MHR VP for New York operations Mr Vikram Sardana (left) at New York’s edition of M Social Collective.
M Social
Collective
Brings
US Open
Energy To
Times Square
During US Open week, M Social Hotel New York Times Square hosted a two-day edition of M Social Collective, transforming its Beast & Butterflies rooftop into a hub for sport, wellness and community engagement.
The programme brought professional players from the Association of Tennis Professionals, Yannick Hanfmann and Hamad Medjedovic, wellness experts, sustainability partner Alvéole, as well as media representatives and guests. Activities included a panel discussion on the modern athlete, movement and recovery sessions, sound bath meditation, honey tastings and social mixers.
The event showcased how M Social Collective transforms cultural moments into meaningful guest experiences while strengthening connections with local communities. Following successful editions in Penang and Paris, the New York Times Square edition marked the third global chapter of the platform, reinforcing M Social's position as a lifestyle-led hospitality brand built around creativity, connection and discovery.
MHR Vice President for Global Branding, Marketing & Loyalty Ms Carolyn Wishnowski said, “Every edition is intentionally different, but the idea remains consistent: creating relevant, social experiences that connect our hotels more deeply with their cities.”
MHR Vice President for New York operations and General Manager of M Social Hotel New York Times Square, Mr Vikram Sardana added, “M Social Collective: New York Times Square Edition showed how we can use the energy of our location and the right partnerships to create something 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 different way, introduce more people to the M Social experience and strengthen our connection with the New York community.”
Following editions in Penang and Paris, New York Times Square marks the third global chapter of M Social Collective, reinforcing M Social’s role as a lifestyle-led hospitality brand built around creativity, connection and discovery.
