277 Fifth Avenue

In 2010, New York magazine announced the rise of a new neighborhood: NoMad. Of course the area, roughly between Madison and Sixth avenues and 23rd and 34th, had been built up and populated since the 19th century. Its reemergence as a destination, however, seemed to require a name, and in the tradition of Nolita, SoHo, and Tribeca, NoMad, for “north of Madison Square Park,” came into common use. (The name had been around at least since a 1999 New York Times article, though it was not widely adopted at first.) While the park was one of Manhattan’s more appealing green spaces in the 19th century and beyond, several decades of neglect had left it in need of a restoration, which was launched in 1997. The revitalization helped lift the neighborhood as a whole, with the NoMad and Ace hotels drawing New Yorkers, and visitors, back to what had once been one of the city’s most fashionable areas. When the acclaimed Eleven Madison Park and Eataly, as well as a Shake Shack in the park, followed, they confirmed that NoMad is ready for its second act.