New Fine Dining At Serafina’s To Open At NH Collection Madison Avenue Hotel

January 25, 2023

NH Collection New York Madison Avenue Hotel—the first NH Collection property to open in North America – just 40 minutes from Harlem, NY.

NH Collection New York Madison Avenue Hotel is excited to announce the forthcoming debut of the newest Serafina restaurant in New York. It is set to be its most luxurious location yet, and the first fine dining venue the Serafina group has opened in NY since 2021. Located on the hotel’s main floor and accessible from the lobby and its Madison Avenue main entrance, the restaurant is slated to open on February 7th, 2023. 

“We are beyond thrilled to welcome Serafina into our dynamic midtown location,” says NH Collection New York Madison Avenue General Manager Carlos Salomon. “Serafina, known for its lively atmosphere and contemporary Italian cuisine, is the perfect addition to this hotel—where we strive to create unique experiences to captivate our guests.” 

The Serafina at the NH Collection New York Madison Avenue hotel will feature tableside pastas cooked in a parmesan wheel, freshly tossed tableside Caesars, salt-crusted branzino, a gloriously tiled woodburning pizza oven (where guests can enjoy slices at the counter), and a sumptuous breakfast buffet. Open daily for breakfast, lunch, and dinner, the 110-seat open dining room has been impeccably styled to complement the affordable luxury aesthetic of the hotel, with lavish banquettes, a trademark marble bar, and a separate private dining area that can seat up to 60 guests.

As part of one of New York’s most beloved restaurant groups, the newest Serafina will be a welcome addition to both hotel guests and neighborhood diners alike- serving up the contemporary Italian cuisine made with authentic, high-quality ingredients they’ve become known for all over the world.

Fabio Granato & Vittorio Assaf, co-owners of the Serafina Restaurant Group, state, “The NH Hotel Group has a world-renowned global presence, as does Serafina, sharing several of the same cities as our restaurants. Here in New York City, we are happy and proud to offer our 25 years of experience in the Italian food and beverage industry to support the opening of NH Collection’s first hotel in the US. We really hope this joint venture will be the beginning of a long partnership between The NH Collection hotels and Serafina, coming together for more exciting luxury hospitality opportunities in the future.”

The NH Collection New York Madison Avenue is located on the corner of 38th Street and Madison Avenue, just steps away from Broadway. With the addition of Serafina, it becomes the perfect spot for “dinner & a show,” and the ideal destination hotel for anyone looking to experience Midtown’s many cultural attractions.

NH Collection New York Madison Avenue

Situated on a vibrant stretch of Madison Avenue in a historic 1920’s Renaissance Revival building, the new hotel offers refined European luxury and savvy mid-century design choices that harken back to the gilded days of Madison Avenue’s creative heyday with fantastic vintage art, exceptional architectural elements, and extraordinary period details. It’s also in east walking distance to Times Square, the New York Public Library, Bryant Park and Grand Central Station.

Surrounded by some of the most emblematic skyscrapers of New York’s skyline, most of the hotel’s 288 rooms offer stunning city views. The generous terrace outside the Empire State Suite offers fortunate guests an enviable one-of-a-kind vantage point of the Empire State Building (perfect for post-card-worthy posting). Decorated with elegant modernist furnishings, both the suites and deluxe rooms are equipped with the brand’s outstanding amenities and offer the highest levels of comfort to compliment the brand’s highest standard of genuine welcoming hospitality. 

NH Collection

NH Collection is NH Hotel Group’s upper-upscale brand, noteworthy for its unique and emblematic hotels in principle cities of Europe and Latin America. Based on the chain’s premium value proposition, these hotels retain their local character to inspire and captivate their guests. Striving for going beyond ordinary, NH Collection Hotels are thoroughly designed for those who want to make the most of their stays and live truly extraordinary moments through unique, creative, and innovative experiences. There are currently 92 NH Collection Hotels worldwide.

Serafina Restaurant Group

Founded by Vittorio Assaf and Fabio Granato in 1995, Serafina Restaurants is a collection of Italian eateries that started with the acclaimed Serafina Fabulous Pizza on the Upper East Side of New York City. Following the success of their first restaurant, the duo quickly expanded the sophisticated simplicity of Serafina across Manhattan and into a global presence; specializing in contemporary Italian cuisine crafted with the best-imported quality ingredients fused with an energetic vibe at each location. The Serafina family of restaurants includes the flagship Serafina brand, Serafina Express, Café Serafina, Brasserie Cognac, Farinella Bakery, and Bar Vitti. With 46 locations across the eastern U.S. and in eight different countries in the world, Serafina remains an affordable luxury built on the foundation of creating a welcoming and social environment for all. “Our clients think about Serafina as A Home away from Home, where no matter where in the world you are, you know exactly what to expect and the beautiful quality of great Italian food you will find.”

NH Collection New York Madison Avenue, 22 E 38th St, New York, NY 10016,, 212.802.0600

Photo credit: NH Collection New York Madison Avenue.

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