Game, Set, Manhattan! Inside M Social Hotel Times Square’s US Open Week Takeover

The US Open may be about to take over Queens New York, but this past week some of the tennis action found its way right into the heart of Manhattan.

M Social Hotel New York Times Square celebrated one of New York City’s biggest sporting events with M Social Collective: New York Times Square Edition, a two-day rooftop gathering on August 26 and 27 that brought together ATP players, wellness experts, creators and New Yorkers for a different spin on US Open week.

Held high above the Midtown crowds at the hotel’s Beast & Butterflies rooftop destination, the event swapped packed stadium seats for panoramic city views, cold plunges, workouts, cocktails, food and music — making a pretty convincing case that there are worse places to spend late summer in New York.

ATP players Yannick Hanfmann and Hamad Medjedovic were among the guests taking part, kicking things off with “The New Social Athlete: Where Sport Meets Culture,” a conversation about how life as a professional athlete extends well beyond what happens on the court.

Moderated by M Social resident trainer Keoni Hudoba, the discussion touched on everything from recovery and mental wellbeing to travel and the importance of having somewhere to properly switch off when you're constantly on the road.

The rooftop then transformed into an outdoor fitness and recovery space, with movement and agility sessions followed by cold plunges and wellness programming from Coffee & Chill. The second day slowed things down with breakfast, sound-bath meditation and more restorative sessions — a decidedly calmer alternative to the crowds descending on Flushing Meadows.

But the event also served as a reminder of why M Social Hotel New York Times Square is an interesting option for visitors wanting to stay right in the middle of Manhattan without necessarily feeling like they're trapped in the Times Square madness 24/7.

Located on West 52nd Street, the hotel puts guests within easy walking distance of Broadway theaters, Rockefeller Center, Radio City Music Hall, Fifth Avenue and Central Park. Times Square is quite literally outside, making this very much a hotel for travelers who want to be in the thick of New York rather than commuting into it every morning.

Once you head upstairs, however, things feel surprisingly removed from the sidewalks below.

The hotel’s contemporary rooms provide a welcome retreat from Midtown's sensory overload, with large windows and several room categories offering impressive views across Manhattan. During the M Social Collective event, Medjedovic summed up that contrast particularly well, describing the appeal of having a room that “feels like an escape” while still being surrounded by the energy of the city.

It's an important distinction in Times Square, where location is obviously a huge selling point but having somewhere to retreat to at the end of the day can make just as much difference.

Then there’s Beast & Butterflies, arguably one of the biggest reasons to know about M Social Times Square even if you're not checking in for the night.

The indoor-outdoor restaurant and bar sits above the action with a terrace overlooking Times Square and Midtown. Instead of battling the crowds below, you can order a cocktail and watch the neighborhood's flashing billboards and constant movement from a considerably more comfortable vantage point.

During M Social Collective, that space demonstrated its versatility. One minute it was hosting athletes and wellness sessions, the next it was back in social mode with food, cocktails, DJ sets and rooftop mixers as the sun went down over Manhattan.

There was also an unexpectedly hyper-local element to the event courtesy of the hotel's rooftop beehives.

Through its partnership with urban beekeeping organization Alvéole, M Social maintains hives above the streets of Midtown, with guests at the event getting a closer look at the bees and learning about the role urban pollinators can play in supporting biodiversity.

Even better, honey produced right there on the hotel rooftop was incorporated into cocktails, mocktails and food during the event. In a neighborhood better known for giant billboards and Broadway marquees than beekeeping, it was a fun reminder that even Times Square can have its hidden surprises.

OK! is already familiar with the M Social name in New York. Earlier this year, we stayed at M Social Hotel New York Downtown, finding it an ideal base for exploring Lower Manhattan thanks to its modern rooms, impressive views and convenient location near the World Trade Center, Tribeca and SoHo.

But M Social Times Square has a personality very much of its own.

Here, the attraction is being able to throw yourself straight into classic New York. Catch a Broadway show, walk through Central Park, shop Fifth Avenue, head to Rockefeller Center or simply wander Midtown — then retreat upstairs when you've had enough of the crowds.

That combination of location and escape was also something Hanfmann appreciated while staying at the hotel during US Open week. The German player highlighted the convenience of having a spacious room, gym, good food and opportunities to connect with others all under one roof, particularly during a tournament when routines and recovery become so important.

Of course, most guests aren't preparing to play professional tennis the following morning. But having a comfortable room, a solid gym, good food and a rooftop cocktail waiting without needing to venture back onto Broadway sounds pretty appealing after clocking 20,000 steps around Manhattan, too.

The New York gathering marked the third installment of M Social Collective, following previous editions in Penang and Paris. The concept is designed to change depending on its destination, rather than simply replicating the same branded event around the world, and using US Open week as the jumping-off point for New York made plenty of sense.

Next year, the Collective is set to return with a Downtown edition.

For now, though, Times Square has had its moment — and between professional tennis players taking cold plunges, rooftop beehives, sunset cocktails and those unmistakable Manhattan views, M Social managed to show there’s a little more happening above the neon chaos of Times Square than you might expect.