Cultivating Curiosity
May 13, 2024
With an emphasis on exploration, fascination, and wonder, The Fifth Avenue Hotel presents elevated cultural and intellectual programs designed to cultivate curiosity and encourage discovery.
On February 22, 2024, its inaugural program—a conversation between Pulitzer Prize-winning authors Margo Jefferson and Hilton Als presented in partnership with the storied literary publication The Paris Review—epitomized the type of experiences Joseph Vatter, The Fifth’s Director of Cultural Programming, aims to provide.
A Modern Salonnière
Vatter joined The Fifth in the summer of 2023 as part of the hotel’s pre-opening leadership team, the only person among them without a career background in luxury hospitality—an intentional choice. Over the past 15 years, Vatter has built an impressive career at renowned international art galleries, leading an extensive array of global events. His work spans client development, public programs, site-specific projects, and performances, and he has contributed to landmark exhibitions by some of the world’s most celebrated artists, often in collaboration with leading museums and cultural institutions. His unique background and perspective set The Fifth’s programs apart from any other venue on Earth.
Approaching this initiative with a “quality over quantity” mindset, Vatter is confident and uncompromising in his standards. “I don’t care for fads,” he said. “What we do here speaks to who we are and what we think is worthy of recognition and support. We have the ability and privilege to contribute to the legacy of artists, writers, musicians—to their life’s work. We’re incredibly fortunate.”
Reflecting on his debut event, Vatter shared, “A salon with The Paris Review was the first idea that came to mind when I walked into the hotel—a construction site at the time. I was immediately inspired; it felt right. To see it realized in a way that was much more substantial than I originally imagined was very rewarding.”
The Guest List You Want to Be On
“When I begin to conceptualize an event, I first ask myself whether I’ve ever been to anything quite like it. I don’t really start working until I can define what makes it special and unique. I want you to hear about it later and regret not being there. I strive to incite jealousy,” he shared, laughing. “It is exceedingly rare for the Review to hold an interview of that type before a live audience. If you were there, you were one of a handful of people in the world privy to what will end up on the proverbial cutting room floor.”
The momentum shows no signs of slowing. The morning before the opening of Frieze Art Fair’s New York edition, The Fifth presented “The Art of Collaboration,” a breakfast and panel discussion exploring the nuanced relationship between art collectors and art dealers in partnership with Artlogic on the occasion of the technology titan’s 30th anniversary. This event attracted nearly 200 guests and featured Frieze’s Director of Americas, Christine Messineo, and JP Morgan’s Vice Chairman of Acquisitions, Rodney Miller, among other luminaries of the industry. Later that evening, The Fifth co-hosted an exclusive event with Frieze and High Line Art in celebration of the onset of the fair and the premiere of a new performance by artist Matty Davis.
The following week, The Fifth welcomed “The Enduring Legacy of Lee Krasner,” an illuminating conversation in tandem with Kasmin Gallery, the Pollock-Krasner Foundation, and the Philadelphia Museum of Art on the occasion of The European Fine Art Fair (TEFAF). Too, a conversation between photographer Alanna Airitam—whose work is a prominent element of the extensive art collection of the hotel—and Dr. Rebecca Senf of the Center for Creative Photography during AIPAD: The Photography Show shed light on the artist’s complex thesis.
Looking ahead, ambitious programs in partnership with revered institutions including The Metropolitan Opera and Rhode Island School of Design are within sight.
As one patron remarked, “The Fifth is the hotel of the art world.”
Lasting Relationships
“They’re not simply one-off events; they’re partnerships,” Vatter said definitively. “The people and organizations we choose to be aligned with are those that we consider to be important to their discipline’s canon. My intention is to foster these relationships, to support and champion the evolution of their work. I’m in it for the long game.”
Indeed, that first program continues to resonate beyond a single night. The evening’s dialogue will contribute to a legacy-defining feature on Jefferson to be published in the Review as part of its “Writers at Work” series, which The New York Times has lauded as “the most remarkable interviewing project we possess.” Shortly after, the hotel hosted celebrated author Tobias Wolff, who was honored with a Lifetime Achievement Award at the Review’s annual gala, for which The Fifth was on the Benefit Committee.
These partnerships also have a direct influence on the hotel’s bottom line. As a VIP partner of Frieze New York, the hotel attracted a prestigious audience of art fair attendees and exhibitors. An exclusive package offering access to the Whitney Museum of American Art has become one of the hotel’s most popular offerings. For The Fifth, showcasing the dynamic culture of New York City is a core part of its ethos. Guests are often met with Vatter’s personal recommendations for experiences outside of the hotel’s walls that he encourages seeking out during their stay.
Beyond Discourse
While not every event at The Fifth aims to be profound, they all strive to be special.
The spring equinox was marked by a wellness experience in partnership with luxury yoga and meditation center, Humming Puppy—an evening sound bath and lecture on sound meditation led by Myda El-Maghrabi, an expert on the subject. An intimate floral design workshop with FLOWERBX, a darling of the fashion industry whose top clients include Louis Vuitton, Dior, and Tom Ford, followed shortly after. A guided tasting hosted with small-batch sipping tequila producer Casa Dragones, led by renowned sommelier and tequila expert Sandra Fernández, is upcoming. A recurring live music series is soon to premiere with a performance by acclaimed singer-songwriter Liam Forde.
“I’m fun, and I love fun! I used to be party girl,” Vatter jokes. “For me, a perfect program achieves a few things: it is inspiring, engaging, and entertaining. You leave with something you didn’t have when you entered. You’ve learned something and had a good time. What more could you want out of an evening?”
Click here to explore upcoming programs at The Fifth Avenue Hotel. For more information, write to experiences@thefifthavenuehotel.com.
