M Social Collective arrives in New York City for its third global chapter, bringing together the worlds of tennis, hospitality, wellness and culture during US Open week with an immersive two-day celebration at M Social Hotel New York Times Square on August 26–27, 2026.
Hosted at the hotel’s signature rooftop destination, Beast & Butterflies, M Social Collective: New York Edition will unite guests, media, influencers and wellness enthusiasts through movement, meaningful conversation and unforgettable experiences overlooking Times Square.
First introduced at M Social Resort Penang in September 2025 as a platform celebrating local talent, creativity and community, M Social Collective expanded internationally with its second edition at M Social Hotel Paris, spotlighting women driving meaningful change. The New York edition marks the next evolution of the series, bringing the spirit of M Social Collective to one of the world’s most dynamic cities and one of its most anticipated sporting moments.
“M Social Collective is more than an event series; it is a global expression of what the M Social brand stands for,” said Carolyn Wishnowski, vice president global, branding, marketing and loyalty. “Across each chapter, from Penang to Paris and now New York, the platform brings together local culture, creativity and community through experiences that are relevant to the destination. With the New York edition taking place during US Open week, we are continuing to evolve M Social Collective as a lifestyle platform that connects guests, partners and communities through sport, wellness, music and meaningful social engagement.”
The two-day celebration will explore the intersection of sport, wellness, sustainability and community through immersive programming featuring ATP players Yannick Hanfmann and Hamad Medjedovic, the founders of Coffee & Chill, M Social’s resident trainer Keoni Hudoba, rooftop sustainability partner Alvéole, curated culinary experiences and thought-provoking panel discussions.
Throughout the two-day event, attendees will enjoy:
- The opening panel, ‘The New Social Athlete: Where Sport Meets Culture,’ featuring ATP players Yannick Hanfmann and Hamad Medjedovic; Coffee & Chill co-founders Liz Lindenmeier and Micah Lundstrom; and Kristen Rydberg, Northeast Territory Lead at Alvéole, moderated by M Social’s resident trainer Keoni Hudoba
- Wellness workouts and agility sessions with athletes and M Social’s resident trainer
- Coffee & Chill recovery experiences, cold plunges and community-driven wellness programming
- Sustainable rooftop beehive experiences with Alvéole, including honey tastings and educational sessions
- Signature food and beverage offerings inspired by recovery, nutrition and locally produced rooftop honey
- DJ sets, social mixers and immersive rooftop experiences overlooking Times Square
“The New York edition of M Social Collective demonstrates how our US hotels can activate around major cultural moments in ways that are both brand-building and commercially meaningful,” said Vikram Sardana, vice president of operations, US, and general manager of M Social Hotel New York Times Square. “By bringing together strategic partners, curated programming and the hotel’s signature spaces during US Open week, this activation creates an opportunity to drive visibility, footfall and stronger engagement with both travellers and the local market.”
The opening evening will feature a dynamic panel discussion exploring how sport influences culture, wellness and sustainability, followed by networking, rooftop activations and opportunities to meet participating athletes. The second day shifts its focus toward recovery and mindfulness with morning workouts, breakfast with the players, rooftop beekeeping experiences, sound bath meditation and wellness-focused programming designed to inspire healthier travel habits.
The event also highlights M Social’s ongoing commitment to sustainability through its partnership withAlvéole, whose rooftop beehive initiative supports biodiversity while producing hyper-local honey incorporated into cocktails, mocktails and culinary offerings served throughout the event.
Located in the heart of Times Square, M Social Hotel New York Times Square continues to redefine the modern hotel experience by blending lifestyle programming, locally inspired partnerships and immersive guest experiences that celebrate the energy of New York City.
