Wikipedia: The Hotel on Rivington is a 20-story luxury hotel on Rivington Street between Ludlow and Essex Streets in the Downtown Manhattan. Completed in 2005, the hotel's expensive rates, ultramodern design, upscale bar, and trendy clientele have made it a trademark of gentrification in the Lower East Side. Rooms range from about $275 to over $700 per night. The hotel's restaurant and bar, cleverly named THOR, attracts a young and fashionable crowd, which can be seen lounging behind floor-to-ceiling windows at most hours of the night. This trendy hotel has also been a popular place for photoshoots, including one with supermodel Milla Jovovic.