Playboy Club Makes NYC Return In Midtown

MIDTOWN MANHATTAN, NY — The name "Playboy" doesn't carry the same weight as decades ago, but the proprietors of Midtown's newest club are hoping to cash in on nostalgia.

The Playboy Club made its return to New York City on Wednesday, opening its doors at a new Midtown location on West 42nd Street between Tenth and Eleventh avenues. The club is a joint venture between Playboy Enterprises and Merchants Hospitality.

"Our guest experience will set a new benchmark and resonate with our discerning members and guests" Playboy Club’s Creative Director Richie Notar said in a statement. "From the moment our guests arrive, they will experience an unprecedented level of service, environment, food and exclusivity."

The proprietors behind the new club are marketing it as a "refined culinary experience and highly curated and sophisticated nightlife." Nothing says "refined" and "sophisticated" quite like half-naked servers in bunny costumes.

Yes, the infamous Playboy Bunnies are set to return to the Midtown Playboy Club. Also returning to the club will be events formerly held at the Playboy Mansion in California, which was sold in 2016.

A press release didn't disclose exactly how large the new club is, but it sounds cavernous. Patrons will first enter into a bar complete with a DJ booth, dance floor, lounge tables and plush sofas. From there, guests can visit four different lounges all featuring distinct designs. The whole place is decked out with Playboy artwork and lots of velvet.

The Playboy Club was first established in New York City in 1962 on East 59th Street between Fifth and Madison avenues, but later closed in 1986, according to Playboy. In recent years Playboy has launched a rebranding effort, even removing fully nude images from its magazine.

Photos courtesy Steven Gomillion