Orchard Hell Building

Hotel Indigo LES Hits the Market for $176M

Posted June 8, 2017 at 5:05 am

This is big. It took a decade to build, and now the Hotel Indigo (aka Orchard Hell Building) is on the open market. Barely two years after the property debuted, Brack Capital and partner InterContinental Hotels Group, both of which purchased the stalled development site in May 2011, are looking to cash out big time with […]

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Orchard Hell Building Snags ‘Jump Into the Light’ Retail VR Experience

Last modified April 22, 2017 at 10:54 pm

In the base or the year-old Hotel Indigo (aka Orchard Hell Building), the struggle to rope in any retail of substance continues. Ben Shaoul signed up for a temporary stay at 180 Orchard Street about nine months ago to help sell condos at his Bereket-killing development next door. It’s still there, sparsely populated, yet acting […]

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Ben Shaoul Opens Sales Office for 196 Orchard Condos Inside the Orchard Hell Building

Posted July 26, 2016 at 5:18 am

Ben Shaoul and the Orchard Hell Building are now bedfellows. So to speak. It’s a match that makes sense. The so-called Sledgehammer chose one of the seemingly un-leasable ground-level commercial spaces as a sales office. A retail front to sell the new ten-story luxury development ascending at 196 Orchard. Teaser signage had promised as much […]

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‘GE Galeria’ is the Latest Gallery to Take Space at 86 Delancey Street

Posted February 25, 2016 at 9:26 am

​From October through December last year, Monterey, Mexico-based GE Galeria held a brief pop-up showroom in the base of the Orchard Hell Building (aka Hotel Indigo). Time served. Now the establishment is headed three blocks south to a location quite familiar with art of late. GE Galeria is the third gallery in as many years […]

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Art

Rumor: Hotel Indigo Flinches, Plans to Ditch ‘Mr. Purple’ Name and Concept for Rooftop Bar

Posted February 22, 2016 at 9:27 am

Word on the street is that the Hotel Indigo recently caved to community pressure and will change the name of its rooftop hang, Mr. Purple. The Gerber Group – the company assigned to handle food and beverage at the newcomer lodge – is expected to swap the name and menu in the coming weeks. Which […]

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The Secret Dark Side of Adam Purple is Revealed

Last modified January 5, 2016 at 9:02 pm

With all the hoopla buzzing Hotel Indigo, the Gerber Group, and their decision to name Mr. Purple after late local legend Adam Purple (aka David Wilkie), a part of the story remained untold to the mainstream. That of an unsavory twin narrative of a man with a sordid, somewhat secret past of alleged sexual molestation […]

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Adam Purple’s Grandson Responds to Hotel Indigo’s Controversial Rooftop Bar ‘Mr. Purple’ [OP-ED]

Posted December 28, 2015 at 9:45 am

Currently in its sixth week of operation, the backlash against Hotel Indigo, Gerber Group, and the Mr. Purple nightspot on the fifteenth floor is snowballing. And rather quickly. As we’ve exhaustively chronicled, the rooftop hang is borderline defamation of character. Steve Mason, Adam Purple’s grandson, responds to the whole situation with the following editorial.  I […]

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Hotel Indigo Turns Hell Square into Times Square with New Nighttime Light Show

Posted December 10, 2015 at 5:12 am

In which the Orchard Hell Building takes another turn toward the crazy. Thanks to the Hotel Indigo occupant within, Hell Square has imparted a negative characteristic of Times Square onto the residential neighborhood. Further solidifying its sense of self, you know, just in case you didn’t realize the towering 23-story building was there. Its north-facing exposure […]

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Indigo vs Purple: Controversy Between Adam Purple and Gerber Group’s ‘Mr. Purple’ Deepens

Posted December 9, 2015 at 9:28 am

How do you try to course-correct a distorted history of the neighborhood? Many people on the Lower East Side are trying to do just that. The recent opening of the Hotel Indigo bar on Ludlow Street, Mr. Purple, created quite the controversy last month thanks to its choice of inspiration. To recap, the new fifteenth-floor hangout […]

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Under Fire, Gerber Group Responds to Criticism over ‘Mr. Purple’ in the Hotel Indigo [UPDATED]

Last modified December 3, 2015 at 1:34 pm

​Under fire for naming its trendy rooftop hang after the late Adam Purple (aka David Wilkie), Gerber Group is certainly on a defensive footing at the Hotel Indigo. And it only just opened. Pretty much everyone in the community is calling them out on Mr. Purple. So much so, that it requires an official response […]

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