The landmark Fifth Avenue hotel turns US Open season into an immersive New York experience with its annual Smash Bash and a new luxury stay package.
In a city constantly reinventing itself, few hotels have managed to evolve without losing the character that made them iconic in the first place.
The Pierre, A Taj Hotel, New York has been part of the fabric of Manhattan since opening its doors overlooking Central Park in 1930. Over nearly a century, the hotel has been a gathering place for travelers and New Yorkers, with a history that includes Coco Chanel making The Pierre her New York home in 1932.
Today, The Pierre is finding new ways to build on that legacy. Rather than treating luxury simply as what happens within a guest room, the hotel is creating experiences that connect guests to the culture, traditions and defining moments of New York City itself.
This August, that means tennis.
As the US Open brings the tennis world to New York, The Pierre will once again host Smash Bash at The Pierre NYC, its annual celebration combining professional tennis with the glamour of New York's late-summer social season.
Taking place Thursday, August 27, the 2026 edition will feature Kazakhstani World Top 10 player Alexander Bublik and Austrian professional Anastasia Potapova, a former Junior World No. 1 and 2016 Wimbledon Girls' Singles Champion.
From 6:00 pm to 9:00 pm, guests will enjoy tennis-inspired culinary stations, a premium wine bar and signature cocktails, along with opportunities to challenge the players to table tennis and win signed memorabilia. The New York Observer will serve as the event's Official Media Sponsor.
The evening is contemporary and playful, but its roots are unmistakably Pierre.
The hotel opened during a remarkable year in tennis history. In 1930, Bill Tilden and Helen Wills Moody triumphed at Wimbledon, while the U.S. National Championships at Forest Hills culminated in a dramatic men's final between John Doeg and Frank Shields.
Nearly a century later, Smash Bash brings those worlds together again.
The event debuted in 2017 with Wimbledon champion Garbiñe Muguruza, who returned to host the following year. In 2019, Muguruza was joined by Dominic Thiem, while two-time Wimbledon champion Petra Kvitová headlined the 2023 celebration. Bublik joined Dayana Yastremska in 2025 and returns to the lineup this year.
But for travelers coming to New York for tennis season, the celebration no longer has to end when Smash Bash does.
For the first time, The Pierre is introducing an Ultimate Tennis Season Experience, a hotel package designed specifically around one of the city's biggest sporting moments.
Guests staying three nights or more can receive up to 20% savings, along with daily breakfast for two at Perrine and a $100 hotel credit to use at Perrine or Two E Bar & Lounge.
The package also includes a personalized tennis-inspired welcome amenity, a limited-edition Pierre keepsake and dedicated assistance from the hotel's Les Clefs d'Or concierge team.
For travelers who want to experience the tournament itself, the concierge can assist with preferred ticket procurement and arrange luxury transportation to the matches upon request and for an additional cost. Guests also have the opportunity to purchase access to Smash Bash.
It is an approach to experiential luxury that extends the stay beyond the guest room, giving travelers another way to participate in the excitement surrounding tennis season in New York.
That balance between tradition and new experiences is particularly fitting for The Pierre.
Many of the details that have long defined the hotel remain: white-gloved elevator attendants, a Les Clefs d'Or concierge team, seasonal dining at Perrine, and cocktails, afternoon tea and live entertainment at Two E Bar & Lounge.
The hotel's Grand Ballroom, Cotillion Room and Rotunda continue to serve as settings for private gatherings and landmark occasions.
With 189 rooms, including 49 suites, The Pierre offers a retreat overlooking Central Park while remaining closely connected to the life of the city around it.
Smash Bash fits naturally into that tradition.
"Smash Bash has become a cornerstone of the New York tennis calendar, providing a unique bridge between the fans and the game's biggest personalities," said Spiridon Sarantopoulos, Senior Vice President, Operations, USA and Europe, IHCL. "By introducing a dedicated luxury stay package, we are offering an even more immersive way to experience the glamor of the tournament through the lens of Taj hospitality."
For a hotel approaching its centennial, that may be The Pierre's most compelling form of innovation: not reinventing what it means to be The Pierre, but continually finding new ways for travelers to become part of its New York story.
Smash Bash at The Pierre NYC takes place Thursday, August 27, from 6:00 pm to 9:00 pm. Tickets are $175++ and can be purchased here, by calling Perrine Pierre at 212-940-8185 or emailing thepierrefb.ny@tajhotels.com.
The Ultimate Tennis Season Experience includes up to 20% savings on stays of three nights or more, daily breakfast for two, a $100 hotel credit, tennis-inspired amenities and dedicated concierge services. Tournament ticket procurement assistance and luxury transportation are available upon request and at an additional cost.
