Orchard Hell Building


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

Last modified November 25, 2015 at 3:46 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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Photo: WWD

Hotel Indigo Bar ‘Mr. Purple’ – Named for Adam Purple – Opens on the 15th Floor Tonight

Posted November 16, 2015 at 5:10 am

Mr. Purple – the new fifteenth-floor bar inside the Orchard Hell Building – debuts tonight. Its early-week opening is timed to coincide with the launch of the Hotel Indigo LES, an event ten years in the making. And, if you’re wondering, the watering hole itself is a posthumous homage to David Wilkie, better known as Adam Purple, […]

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Hotel Indigo Unveils Signage in Hell Square, Opening Delayed to December

Posted November 5, 2015 at 5:10 am

Ten years into construction and the Orchard Hell Building finally boasts its true identity to the public. Signage for the long-in-the-making Hotel Indigo arrived a few weeks ago on both sides of the 23-story structure. Of both the paint and illuminated variety. Don’t be fooled, though. Official opening is still about a month out. Corporate confirmed to us […]

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Photo: GE Galeria

Pop-Up Gallery ‘GE Galeria’ Opening in the Orchard Hell Building Thursday

Posted October 20, 2015 at 5:18 am

It’s not just the armed Stormtroopers who are holding court in the base of the future Hotel Indigo (aka the Orchard Hell Building). The adjacent commercial unit has also become a pop-up gallery of sorts. The retail footprint fronting the entirety of 180 Orchard Street has been in various stages of completion for months. There […]

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Stormtroopers Take Over the Orchard Hell Building

Posted September 18, 2015 at 5:12 am

It would appear the evil empire has just taken up residence inside the Orchard Hell Building. A perfect fit; to quash the rebellion at all costs. At this moment, there is a guard patrol of stormtroopers (i.e. cardboard cutouts) stationed inside one of the retail units at 180 Orchard Street. Their placement is rather mysterious […]

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Hotel Indigo Delays Hell Square Hotel to November 1; Scaffolding Completely Removed

Posted July 28, 2015 at 9:22 am

Milestones galore for the Orchard Hell Building, a development ten years in the making. A public parking garage debuted last week on its backside; and this week, all scaffolding and plywood removed from the project site for the first time since at least 2006. However, Hotel Indigo delayed its grand opening yet again. This time, […]

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Public Parking Garage Opens in the Orchard Hell Building Today

Posted July 23, 2015 at 5:10 am

Ten years of construction and headaches are beginning to culminate at the Orchard Hell Bullding. Now an Indigo Hotel, the 23-story eyesore is adding more parking options to the Hell Square streetscape. Its 24-hour public parking garage (aka “Hell Lot”) opens today, and is the first part of the project to officially open. That feat […]

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Rendering of restaurant inside Hotel Indigo

Stone Rose Lounge Might Take up Residence in the Hotel Indigo on Orchard Street

Posted June 24, 2015 at 5:00 am

After twelve years headquartered in the Time Warner Center, the swanky Stone Rose Lounge is headed down to the Lower East Side. The alleged move was reported in Page Six this morning, in which owner Scott Gerber noted that “We decided it was time for something new … like the Lower East Side.” We knew […]

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Photo: Kevin Gannon

Looking Back at a Decade of Demolition on Upper Orchard Street [PHOTOS]

Posted May 22, 2015 at 5:00 am

It was a slow death, but Ben “Sledgehammer” Shaoul finally cleared out the small businesses operating at the corner of Orchard and East Houston. A parcel for which he paid $75 million. Now, with the wrecking ball mid-swing, and ten floors of condos (plus an Equinox gym) in tow, we got to reminiscing. Yes. It’s […]

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Vicki Rovere’s ‘Free Store’ Still a Late-Night Attraction on Ludlow Street After 15 Years

Posted May 21, 2015 at 9:27 am

The long arm of gentrification and its army of boutique hotels and lux living is quietly squeezing another longtime Lower East Side tradition. That of the “Free Store” on the northern fringe of Ludlow Street. Thirty-seven-year Ludlow resident and self-proclaimed “environmental scavenger” Vicki Rovere has been running the show for a decade, constantly hauling suitcases […]

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