Marx Realty announced a partnership with downtown Manhattan speakeasy Please Don’t Tell (PDT), to introduce Highball Ltd. at 10 Grand Central in Midtown Manhattan. Highball Ltd. is the newest project from Jeff Bell, managing partner of the iconic East Village speakeasy PDT, and his partners Apres Cru Hospitality. The partnership with Marx Realty brings the PDT team to Midtown for the first time.
“Highball Ltd. represents the next chapter in our mission to provide an exceptional experience that blurs the lines between workplace and luxury hotel,” said Craig Deitelzweig, CEO of Marx Realty. “By partnering with Jeff Bell and ApresCru, we are creating an authentic, design-forward speakeasy experience that pays homage to the architectural history of the building and its location near Grand Central Terminal.”
“The proximity to Grand Central is an exciting entry to Midtown for us,” said Jeff Bell, Managing Partner of PDT. “The beautiful space reminds me of a luxury pullman car and provided a lot of inspiration for the menu. There is such a rich history to draw from with the overlap in the golden age of cocktails and the golden age of train travel.”
After finding the hidden entrance on Third Avenue (look for the red light), layered wayfinding and the freight elevator, guests are transported to a cocktail oasis on the 11th floor. Highball Ltd. fuses the timeless glamour of the building’s 1930s-era Beaux Arts design with distinct design nods to the golden age of luxury train travel. Highball Ltd. will tap the demand for a simple, yet upscale, cocktail experience in a part of Midtown long defined by office towers and now increasingly energized by new food and beverage openings.
Beginning with a repositioning at 10 Grand Central that added a sophisticated lounge and terrace amenity in 2018, Marx added an 11,000-square-foot space known as The Meeting Galleries on the 11th floor. Highball Ltd. is now part of that space and celebrates craft cocktails and elevated food.
The name, Highball Ltd., has a double meaning: a nod to the classic whiskey cocktail and the historic “highball” railroad signal, by which a ball raised to the top of a pole indicated that the track ahead was clear, allowing the train to proceed at full speed. The concept complements the luxury train-inspired design of the space and will appeal to a diverse audience while addressing the rising demand for social experiences combining a tightly focused food menu with thoughtfully crafted cocktails.
Highball Ltd. will be nestled discreetly within The Meeting Galleries space, a one-of-a-kind amenity suite featuring four distinct spaces: Highball Ltd. (formerly known as The Bar Car), a dramatic pre-function space appointed with Baccarat barware, sophisticated artwork and a floor-to-ceiling bronze fireplace; The Grand Gallery, a 200-person town hall space; The Podcast Gallery, a recording studio equipped with state-of-the-art technology and The Screening Gallery, a plush theater with stadium seating and a 150-inch screen beneath a constellation-inspired ceiling reminiscent of Grand Central’s celestial dome.
