Please Don’t Tell Speakeasy Owners to Open Hidden Bar in Midtown Office Building

Why It Matters

The addition of a high‑end speakeasy elevates office‑building amenities, attracting talent and boosting tenant satisfaction while giving PDT access to a lucrative commuter market.

Key Takeaways

• Highball opens March 13 in 10 Grand Central building
• 6,000‑sq‑ft speakeasy adds hidden entrance, red carpet
• Seats 65, serves highballs, cocktails, Michelin‑starred chef
• Targets commuter office workers from Connecticut, Westchester
• Expands PDT brand beyond New York resident clientele

Pulse Analysis

The rise of premium amenity suites in commercial real estate reflects a shift toward experience‑driven workplaces. Tenants at 10 Grand Central already enjoy a luxury car service, a 150‑inch theater, and a gelato dispenser, positioning the building as a lifestyle hub rather than a traditional office tower. By integrating Highball, Marx Realty deepens that ecosystem, offering a destination that blends leisure with networking, and reinforcing the building’s competitive edge in a crowded Midtown market.

Highball’s concept marries the nostalgia of a Prohibition‑era speakeasy with modern hospitality flair. A concealed entrance on Third Avenue, a red‑carpet runway, and a freight elevator evoke a Pullman train experience, while the menu—crafted by Michelin‑starred chef Marc Forgione—delivers elevated highballs, classic cocktails, and upscale bar bites priced at $20‑$23. Seating for 65 and a full kitchen ensure the space can host both intimate celebrations and larger corporate gatherings, aligning with the building’s broader amenity suite that includes a podcast studio and a 200‑person meeting lounge.

For PDT, the venture represents a strategic expansion beyond its East Village roots. By situating Highball within a high‑traffic office building, the brand taps into a commuter demographic that values convenience and quality, especially those traveling from Connecticut, Westchester, and Long Island. This move not only diversifies revenue streams but also signals a broader industry trend where boutique hospitality concepts seek footholds in corporate environments, blurring the lines between work and leisure spaces.