VV's Cocktail Room Opened in Chelsea

The new intimate space features a menu created by Dorie Greenspan and unique modular architecture.

Updated on Oct. 9, 2026 in Cocktails

Bold vector editorial illustration showing a modular steel bar shelving unit, evoking a sophisticated, intimate urban lounge environment. — VV's Cocktail Room, a new bar in New York City's Chelsea neighborhood, has opened with a menu designed by Dorie Greenspan. AI Illustration. Upload story photo >

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Would you choose a bar based on its unique interior design or architectural aesthetic?

Josh Greenspan and USM have officially opened VV's Cocktail Room in New York City. The intimate bar, located in the Chelsea neighborhood, offers a curated experience within a uniquely modular interior.

Why it matters

The bar represents a collaboration between high-end design and culinary expertise, aiming to bring an aesthetic inspired by Tokyo and Hong Kong to the local neighborhood. It offers residents an exclusive, limited-capacity environment centered on professional mixology and expert food pairings.

The space is defined by its 18-seat capacity and walls constructed from Steel Blue USM Haller modular shelving. Tables and the bar top are crafted from dark walnut wood, while the room is accented by a pendant light from Studio Kawabi and a painting by Keita Morimoto.

The players

Dorie Greenspan

She is a renowned culinary expert and author who has won 5 James Beard Awards.

USM

This Swiss company is widely recognized for its modular furniture systems, particularly the USM Haller line.

Neal Bodenheimer

He is a professional in the hospitality industry known for his work in developing bar programs.

Keita Morimoto

He is a contemporary artist whose work is featured in the bar's interior.

The details

The interior design utilizes the USM Haller System as a structural framework, with modular panels wrapping behind the bar to create a cohesive aesthetic. The bar program was crafted by Neal Bodenheimer and Vincent Favela, while the accompanying food menu was developed by Dorie Greenspan.

VV's Cocktail Room held its opening on October 8, 2026.

Culture Shift

The emergence of VV's Cocktail Room reflects the growing preference for hyper-curated, intimate social spaces that prioritize aesthetic cohesion and expert curation over high-volume service. This design-led approach mirrors broader shifts toward personalized retail environments in the hospitality sector.

Residents and visitors to Chelsea can expect an intimate 18-seat capacity, which may result in limited availability and wait times during peak hours. Patrons should prepare for a distinct dining and drinking experience that integrates culinary expertise with modern furniture design.

The takeaway

VV's Cocktail Room shows how specialized architectural systems can transform small urban footprints into unique hospitality destinations. Visitors should focus on the synergy between the modular design and the expert-led menu to fully appreciate the small-scale venue experience.