Convene Bets on Story-Driven Spaces With New SoHo Venue

Planners are increasingly looking beyond hotel ballrooms and standard breakout rooms, seeking venues that feel more experiential and aligned with how people actually want to gather. 

Spaces with a narrative, whether architectural, cultural, or creative, are proving more effective at driving attendee engagement.

Convene Hospitality Group is betting on that shift with the opening of Convene 555 Broadway, a 32,000-square-foot meetings and events venue inside The Scholastic Building, an 1889 cast-iron property in Manhattan’s SoHo Cast Iron Historic District. The launch marks the company’s 16th location in New York City.

“Convene 555 Broadway is a direct response to clients asking for more diverse, creative spaces in interesting neighborhoods,” said Ryan Simonetti, president and CEO of Convene Hospitality Group. “We’re thrilled to open in such an iconic building in SoHo, where we can tap into the literary and artistic heritage of the neighborhood.”

Early demand reflects that positioning. According to Simonetti, interest has come from creative agencies and media companies, as well as Fortune 500 clients in tech and finance groups, who are increasingly looking to move outside Midtown’s traditional meeting corridor.

“555 Broadway is perfect for corporate events that are looking to diversify outside of Midtown and find success in iconic SoHo style,” he said.

The second-floor venue draws inspiration from the neighborhood’s artist lofts and gallery spaces. It includes seven meeting and event areas, including a main reception hall, breakout rooms, a boardroom, and flexible gallery-style spaces designed for product demos, workshops, and social gatherings.

Expanding Beyond Traditional Meeting Models

The SoHo opening is part of a broader strategy by Convene Hospitality Group to lean into non-traditional, immersive environments.

“We are exploring more creative, immersive spaces for the Convene brand,” Simonetti said. The company is also developing new concepts, including The Mallory, set to open in a Chelsea warehouse, and The Aperture, a Flatiron-based venue focused on projection mapping and technology-driven experiences.

The expansion follows a recent $230 million financing round aimed at funding growth, investing in technology, and pursuing acquisitions.

Convene Hospitality Group’s portfolio now includes 39 locations globally, spanning multiple brands designed for different segments of the meetings market. Its flagship Convene venues focus on large-scale, design-forward events, while etc.venues caters to smaller meetings and corporate training. The company also operates NeueHouse, a workspace and cultural venue brand.

Founded in New York in 2009 as a single brand, Convene has since evolved into a multi-brand platform, formalized last September under the Convene Hospitality Group umbrella.