RG2 Communications, an international public relations and creative agency based in New York City and London, founded by Ross Belfer and Grace Hitchen-Hilsley, announces that it has been appointed as the agency of record for Broome, a boutique hotel in Manhattan’s SoHo neighborhood. The Broome account will be overseen by RG2’s Senior Vice President, Trish O’Callaghan.

Broome is a 14-room-and-suite boutique hotel entering a new chapter in 2026, beginning with the opening of an all-new French-Mediterranean restaurant and bar in July, followed by newly reimagined rooms and suites in September. Centered around one of Manhattan’s most remarkable inner courtyards on Broome Street, the property offers a rare sense of calm in the heart of downtown New York.

Operated as the flagship New York City property of 18 Main, founded by Managing Partner Tom Intrator, Broome is being repositioned as a true gathering place for hotel guests, neighbors, and the broader SoHo community. The hotel’s next chapter introduces a new food and beverage program, refreshed guest experience, and renewed identity under the direction of Liron Sanado, who has led operations at the property for the past two and a half years.

Interiors emphasize a layered, residential approach envisioned by Sonoé Architecture & Design Studio, with the nearly 200-year-old SoHo building conceived as a sequence of experiences moving from the energy of the street toward the intimacy of private retreat.

Design elements span layered public spaces filled with art, books, and collected objects, alongside warm, textural guest rooms conceived as the imagined home of a well-traveled New Yorker. At the center of the property a hidden courtyard links the lobby, bar, restaurant, and guest rooms, creating a cohesive hospitality experience rooted in intimacy, character, and a strong sense of place.

Broome reflects a collaborative, design-led vision rooted in storytelling and place. Citiquiet soundproof windows, courtyard-facing rooms, and a Penthouse suite with a private terrace and balcony create an atmosphere that feels removed from the pace of the city, offering both locals and travelers an elevated hospitality experience that captures the spirit of SoHo.

Food and beverage is central to the hotel’s identity, with Broome Restaurant designed as a welcoming destination for both guests and locals, offering a refined yet approachable expression of French-Mediterranean cuisine that reinforces Broome’s role within the local cultural fabric. Rooted in classic French culinary tradition and shaped by the seasonality and vibrant flavors of Mediterranean dining, the menu centers on seasonal produce, seafood, grilled meats, fresh herbs, and a thoughtfully curated wine list.

"Broome captures something increasingly rare in New York hospitality: genuine intimacy, real character, and a true sense of place," says Ross Belfer, Founder and Principal of RG2 Communications. "We're excited to partner closely with the Broome team as the property enters this transformative next chapter—introducing a refreshed hotel and culinary experience while preserving the character that makes it such a distinctive SoHo destination."

The hotel’s repositioning aligns with continued momentum across downtown Manhattan, while also attracting design-conscious travelers from key domestic and international markets. Its location in the heart of SoHo, surrounded by the neighborhood’s celebrated architecture, galleries, boutiques, restaurants, and cultural institutions, will serve as a key anchor for Broome’s next chapter, positioning the hotel as a distinctive gathering place and a defining force within New York City’s evolving boutique hospitality landscape.

Image courtesy of Broome