The History of Terminal Warehouse: From Industrial Hub to The Mallory, NYC’s Events Destination

July 30, 2026

A freight train once ran straight through the spine of Terminal Warehouse in New York City, rolling into a 670-foot brick tunnel at its core off the Hudson River freight lines. Decades later, club kids danced where those trains once ran. Now that corridor is ready to invite guests into The Mallory at Terminal Warehouse, the newest event venue from Convene Hospitality Group (CHG) opening in fall 2026 in West Chelsea. As the company’s 18th Manhattan location, it’s the first CHG venue branded under its own name, designed specifically for social events, such as corporate galas, brand launches, weddings, and fashion shows.

Built inside a 135-year-old industrial shipping and storage facility that has evolved to absorb the city’s changing needs, The Mallory is more than a new event space in a repurposed structure. Here, the history isn’t a backdrop; it’s the amenity. The multi-purpose Terminal Warehouse is a case study of what a building can offer once it has lived several lives, and of the people who recognized its potential as a one-of-a-kind gathering place. 

“The Mallory at Terminal Warehouse was born out of the opportunity to more adeptly serve the experiential events industry in New York — and do it better than anyone else in the market,” says Ryan Simonetti, president and CEO of CHG.

From Westside Cowboys to The Tunnel Nightclub

Historic photograph of urban cowboy riding ahead of a horse-drawn carriage and freight train traveling down a busy 10th Avenue in NYC.
A Westside cowboy leads a freight train down 10th Avenue to warn pedestrians and horse-drawn carriages in New York.

Terminal Warehouse was built in 1891 on the Hudson River as a freight hub, a full city block of fortress masonry, spanning from 11th to 12th Avenues and 27th to 28th Streets. Designed by architect George B. Mallory to move goods in and out of Manhattan,  its defining feature was a rail tunnel that ran the length of the building. Trains entered Terminal Warehouse through a curved brick archway, passed through the core, and exited onto float bridges bound for New Jersey. The architecture of Terminal Warehouse even mirrored the freight: heavy timber framing, iron shutters, arches spaced to the length of a boxcar.

Trains were an important form of transport, and in the 1850s an ordinance permitted street-level rail lines to run down 10th Avenue through Chelsea. The avenue became a high-traffic thoroughfare where trains moved alongside horse-drawn carriages and pedestrians. Patrols on horseback, called the Westside Cowboys, were employed to travel ahead of the slow-moving trains on 10th Avenue, waving a red flag by day and carrying a red lantern for visibility at night, as a warning to carriages, cars, and anyone on foot. The creation of the High Line in the 1930s, an elevated railroad that now operates as a destination walking trail and park, and the use of trucks for transportation eliminated the need for the street-level trains. In 1941, George Hayde is reported to have patrolled as the last urban cowboy along the 10th Avenue railroad, riding a horse named Cyclone ahead of traincars filled with oranges.

An urban cowboy.

As the ground-level depot became obsolete, the Terminal Warehouse building found new work as a self-storage facility, then office space. 

Then, from 1986 to 2001, its central rail corridor became The Tunnel, a sprawling mega-club reportedly spanning 80,000 square feet and an epicenter of New York nightlife. Owned by “Club King” Peter Gatien, the gritty, highly influential club was known for avant-garde theme rooms, club-kid culture, and its Sunday night hip-hop party, Mecca. The Notorious B.I.G., Jay-Z, and Snoop Dogg were just a few of the many artists who performed there.

How Terminal Warehouse was Preserved and Reinvented 

Black-and-white historic photograph of the Terminal Warehouse in West Chelsea, NYC, showing freight train cars parked on tracks along the massive brick building and horse-drawn carriages on cobblestone streets.
Interior view of Terminal Warehouse’s long central tunnel, featuring polished floors, exposed red brick arches, industrial steel beams, and modern overhead ductwork leading toward glass doors.
Once a passage for freight trains and later the birthplace of legendary '90s nightlife at The Tunnel, Terminal Warehouse’s historic central corridor has been reimagined and now serves as the dramatic entry procession for The Mallory NYC.

The building’s latest chapter is one of the largest adaptive-reuse projects in New York’s recent history, a four-year redevelopment undertaken by developers with COOKFOX Architects. This overhaul has turned the landmark into a 1.3-million-square-foot workplace and retail destination, and recently earned it a 2026 CoStar Impact Award for ‘Redevelopment of the Year’ in New York City.

But what matters most for planners and their events is what the architects chose to keep. COOKFOX preserved 3.2 acres of brick masonry, 756 windows, iron shutters, and rare heavy-timber columns milled from trees dated to roughly 1512. The rail tunnel was restored as the building’s central spine and beating heart, with decorative track lines tracing the original rails and preserved rail segments set under glass in the floor. Around 130,000 square feet was carved from the building’s center to bring a landscaped, open-air courtyard of daylight deep into the plan for the first time.

The development of The Mallory, which spans more than 50,000 square feet across three floors and is the building’s first event venue tenant, picks up where the preservation project left off. CHG Vice President of Design Katie Timmerman says the building’s history inspired how she designed the space inside the preserved shell.

“A high-end hospitality venue wasn’t a new use we invented; it was the next chapter in a building that had already been drifting toward social space for 40 years,” Timmerman says. “Most hospitality venues buy architectural character through a design budget. This one came with it.”

The Mallory is Designed in the Language of  Event Planners

Interior view of the dimly lit, unfinished event hall inside The Mallory NYC showing raw concrete floors, exposed red brick walls, and double-stacked arched windows with natural light casting geometric shadows.
The unfinished interior space of The Mallory NYC during early construction at Terminal Warehouse, which will preserve the historic exposed brick, arched windows, and concrete framework.

Some of the designer’s smartest touches in The Mallory are invisible by design: Custom steel doors that close off the bar were matched to the ironwork on the building’s facade, so the room wouldn’t look like it’s wearing a patch. A mezzanine in the double-height hall was demolished, removing existing square footage “because the room only works at full height,” Timmerman says. The chandeliers are custom-built to be removed, folded and stored, so a stripped-down fashion show and a formal gala can get genuinely different rooms, she explains, “not the same room with different tablecloths.”

For event planners, The Mallory’s preserved character is a gift with monetary value. Most venues are blank boxes, Timmerman says, so the event budget often goes to draping, backdrops, and the built environment to set a mood. At The Mallory, the brick, timber, and arched windows already do that work for the client, freeing them to spend less on transforming the venue and more on layering onto the preserved architectural details.

The landmarked Terminal Warehouse building also hands event planners a unique narrative, Timmerman says. “Corporate events and product launches often need a rented narrative, brand partnership, celebrity tie-in or some hook to justify the venue choice,” she says. “The building’s own history, freight terminal turned social space, gives that hook.”

The scale comes built-in, too. Ceilings that clear 20 feet and integrated rigging points mean production companies aren’t trucking in freestanding trusses or renting height they don’t have, according to Timmerman.

Because the space already offers so much, the strongest events work with the architecture, says Timmerman, such as the rows of arched windows overlooking the water and exposed brick for a warm yet distinctly New York feel. 

This NYC Social Events Space Is Built to Flex for High-Production Events

Architectural rendering of expansive main hall at The Mallory, featuring high ceilings, round dining tables set for a banquet, exposed brick walls with tall arched windows, and warm globe chandelier lighting.
Architectural rendering of The Hudson main hall at The Mallory, featuring 20-foot ceilings, preserved brick walls with original arched windows, and capacity for up to 550 guests.

Director of Production at CHG, Brianna Poh-Beck, views the historic nature of the event venue as a way to elevate the production capabilities: “We embrace the industrial character of the building.” 

Capable of hosting up to 550 guests and designed to carry a single event from arrival through after-party, The Mallory is ideal for bespoke experiences such as social events, birthday and holiday parties, awards dinners, fashion shows, weddings, bar mitzvahs and high-end corporate functions. 

Planners can bring guests in through a private entrance or through the tunnel, into a first-floor reception lounge anchored by a 25-foot bar, then up to the grand event hall on the second floor. Designed with a comfortable, hotel-lobby feel, the first-floor lounge serves as a dedicated pre-function area equipped with soft seating, a coat check, and a built-in bar.

That ascent is where the building’s design does the work. “You arrive expecting that scale, and our main arrival is lower, tighter, more intimate by comparison,” Timmerman says. “Then you go upstairs, and it opens into a double-height space with arched windows nobody sees coming from street level.” The contrast, she adds, “wasn’t something we invented. The building handed it to us.”

A flexible third floor can be customized for each event’s needs, from a model-holding and hair-and-makeup hub for fashion clients to additional breakout space or a second dining room for corporate clients. “It is meant to be whatever the client desires — it isn’t a ‘rinse and repeat’ space,” Poh-Beck says.

Hospitality-driven Event Production Is the Backbone of The Mallory Design

Behind the ambience is the in-house infrastructure that makes events happen. The Mallory features an on-site commercial catering kitchen, theatrical lighting, flexible 4K projection and a custom point-source speaker system. But the production rigging is where clients get real control over the room, Poh-Beck says.

“Because we have almost 360-degree capability — thanks to the motorized truss and static rigging points throughout the ceiling — we can reorient the room to fit the client’s vision,” Poh Beck says. “We’ve even had social clients ask to use the static rigging points for aerial performers, which is possible. You have the freedom to really own the environment.”

The motorized truss also trims load-in, she says, because reconfiguring the room doesn’t require the scissor lifts and extra labor a static-only rig would.

Every booking comes with a dedicated event production manager and technician from CHG’s Event Production Studios, the in-house team that acts as creative partner from the first site tour through the event itself. The result, Poh-Beck says, is a one-stop shop that spares clients the markups of third-party vendors.

The Mallory is not a turnkey ballroom, and that is the point. “It’s built to either embrace its industrial architecture or to be fully transformed by the client,” Poh-Beck says.

The Mallory at Terminal Warehouse: Where the City Gathers Next

For more than a hundred years, Terminal Warehouse has taken on whatever the city asked of it — freight, nightlife, and now, a venue built for how people gather next. The Mallory is the newest chapter in that story, where history isn't a backdrop you rent; it's structure already at work around you. Every wedding, anniversary, and gala adds another page — and it's a story best experienced firsthand, standing inside The Hudson main hall.

Ready to write your own chapter? Schedule a tour of The Mallory and see The Hudson main hall in person.

Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London
Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Choosing a venue for a major corporate event can feel like the single most important decision an event planner has to make. Brand USA is a destination marketing organization that has hosted its annual Travel Week U.K. and Europe conference at etc.venues County Hall in London since 2019, which brings together exhibitors, media, strategists, and industry leaders from 20 countries.

Located on London's Southbank, County Hall is a bustling hub, housing hotels, an aquarium, a playhouse, and art exhibitions, all inside a restored landmark once serving as the city government's headquarters. This grand Edwardian Baroque-style building overlooks the Thames, offering clear views of The Houses of Parliament and Big Ben, and is adjacent to the London Eye observation wheel. Inside, etc.venues County Hall occupies 68,000 square feet (6,317 square meters) across two floors, featuring 30 mixed-use meeting rooms, including four commercial kitchens for communal dining or private culinary events, with the capacity to accommodate up to 400 guests. The real measure of a conference venue isn't just the view, but the service, the logistics, and the seamless execution on the day.

Knowing they are the destination experts, we consulted Brand USA Director of Events Alexis Adelson and MMGY Event Manager Natasha Rowe about their experiences this year at the Brand USA Travel Week U.K. and Europe conference. MMGY Global, a UK-based integrated marketing company specializing in the travel, tourism, and hospitality industry, served as the third-party agency supporting the planning process for the Brand USA Travel Week event.

We invite you to read our clients' candid behind-the-scenes account regarding their collaboration with the etc.venues team and understand why this event has returned to our London property for the past six years.

“The client used to have an old branding vendor and each time there were issues, like the artwork would peel off the wall or the measurements were not accurate. This year through myself and our tech manager we completed all the branding, remeasuring the venue ourselves to ensure each piece would be accurate.”
— Gemma Robbins, SVP Prime Capital
Miami Design Conference 2026
Panel Discussion at The Aperture

Behind the Scenes: What it’s like to host an event at etc.venues County Hall in London

Choosing a venue for a major corporate event can feel like the single most important decision an event planner has to make. Brand USA is a destination marketing organization that has hosted its annual Travel Week U.K. and Europe conference at etc.venues County Hall in London since 2019, which brings together exhibitors, media, strategists, and industry leaders from 20 countries.

Located on London's Southbank, County Hall is a bustling hub, housing hotels, an aquarium, a playhouse, and art exhibitions, all inside a restored landmark once serving as the city government's headquarters. This grand Edwardian Baroque-style building overlooks the Thames, offering clear views of The Houses of Parliament and Big Ben, and is adjacent to the London Eye observation wheel. Inside, etc.venues County Hall occupies 68,000 square feet (6,317 square meters) across two floors, featuring 30 mixed-use meeting rooms, including four commercial kitchens for communal dining or private culinary events, with the capacity to accommodate up to 400 guests. The real measure of a conference venue isn't just the view, but the service, the logistics, and the seamless execution on the day.Inquire about new bookings with CHG.

We recently hosted two interactive campfire sessions for the London Experience Week at Convene 22 Bishopsgate, including a hybrid session with author of “The Experience Economy,” Joe Pine. After engaging in the week’s activities, one thing’s clear: Immersive isn’t a buzzword, it’s the direction events are moving. Immersive and experiential consumer-focused events have been here for a while. The conversations, showcases, and experiences at London Experience Week demonstrated that the shift is undeniable for the business-to-business (B2B) world.

As the director of UK sales at Convene Hospitality Group, I’ve seen an exciting shift for our global portfolio of brands and for our partners who have embraced immersive and experiential events. If businesses want an event to cut through, connect, and convert, elements such as immersive tech, intentional design, and AI-driven personalisation aren’t optional; they’re expected.

Welcome to the Experience Economy

We’re living in what Pine and London Experience Week organisers called the "experience economy," one that incorporates aesthetics, engagement, customisation, and has the power to transform quality of life. As Mat Duerden, a professor of experience design and management at Brigham Young University, put it in his session How Stories Create Social Connection, the most powerful experiences follow three stages: anticipation, participation, and reflection. Leaders now recognise the cycle to amplify events, building excitement before, engaging deeply during, and continuing the conversation as attendees walk out of a session and engage on social media. Memorable events create impact as a result of the story your audience takes with them.

So, what’s changed? People want to feel something and are more attuned to when a brand is simply going through the motions to sell a product. B2B events should follow this approach to translate their mission and message with immersive and tangible activations.  Guests want to throw themselves into the experience and have a say in how it plays out. They’re not just there to watch; they want to be a part of it. Experiential events deliver just that.

Events have shifted focus from the speaker to the audience

The event landscape has shifted dramatically from traditional speaker-style formats to fully immersive and experiential environments. We're seeing the evolution from a passive attendance listening to a presentation to meticulously designed activities, such as hands-on learning and engagement between guests driving the session. More interactivity can also require more room to expand with additional breakout spaces. Delegates demand more, and their expectations are more heightened than ever.

The “flight to experience” is real: What entices people to leave their screens and join events in person is no longer content alone, but how attendees can interact and respond to the content. It's F&B that is healthy and sensory, thanks to menus with fresh ingredients tailored to guest preferences. It’s spatial design that brings in natural light and is conducive to creative work sessions for groups in a range of sizes. It’s also technology that makes sharing resources and curating a personalised agenda feel seamless. This fusion creates more than an event, it creates a memory.

Personalisation Can't Be Optional

AI content was everywhere at London Experience Week, but not in a showy, sci-fi way. Instead, it quietly shaped the attendee journey. Event planners can use AI tools in several ways to enhance an AI tools can create greater accessibility during events with real-time and accurate closed captions and translation. AI-driven cameras follow an on-stage speaker to get the best angles, and AI-generated highlight reels save time when looking to continue the conversation after an event is finished. Intelligent lighting tracks speakers as they walk, and auto-level adjustments based on the time of day dim to see a digital display.

Similar to how smart buildings can access and adjust the lighting in underutilised rooms or the temperature to improve efficiencies, digital platforms are looking to build smart scheduling based on your travel times, calendar, and interests, which could improve engagement and avoid burnout at conferences or other multi-day events. (If you’re interested in digging deeper, our team has previously reported on emerging event trends for audio-visual technology.)

Exploring this level of customisation allows business leaders to create large-scale events that feel tailored and help attendees feel seen, valued, and more connected.

Immersive events can create impact at any scale

In this era, events aren’t just functional, they’re driven by emotion. On behalf of Convene, I’ve been able to experience a range of hands-on events that created impact regardless of the size or scale. We partner every day with clients to streamline the planning process for experiential elements and immersive activations with our Enhancement Program.

A perfect example of this is our annual Christmas Market at Convene Sancroft. Thoughtfully curated to engage all the senses, guests walk through a wintertime market with log cabin-style vendors and snow on the ground (fake snow, but still impressive for an indoor environment). Guests can visit the raclette bar or an aprés ski-style lounge with sleighs they can climb into for a fully experiential environment. From gourmet food stalls and atmospheric decor to personalised gifting and hands-on moments of interaction, the market transforms festive tradition into a memorable, multi-sensory journey. It was so inspiring to see the look of awe on the guests' faces as they wandered through the experience.

As a venue host and partner, we saw Micebook EXPO 2025 welcome almost 700 global event professionals into the Convene Sancroft, St. Paul's, which had been transformed into a tropical rainforest complete with trees and stages covered in foliage. The decor not only wowed attendees but also spoke to the theme of sustainability and conservation. Convene participated as one of over 150 exhibitors that interacted with guests in the marketplace. On a smaller scale, guests were invited to write down a sustainable promise to pin on a “tree” throughout the event. I saw how impactful it was for guests to add their voice to the collective.

The best events spark connection, curiosity, and meaning by connecting people to the goals and mission of a project or company. The events that get remembered and talked about are those that speak to the whole person, not just their professional interests. I’m proud to say that Convene has been at the forefront in support of experiential events as a venue partner, and we are always exploring new ways to approach event production.

The Bottom Line: Immersive events are here to stay

London Experience Week 2025 sent a clear message: It wasn’t just a preview of future trends; it validated how we have evolved to support our global clients and event planning partners. Immersive design in B2B events isn’t about spectacle for its own sake. It’s about creating meaningful, memorable experiences that forge genuine connections between fellow innovators in the industry. Immersive and experiential events deliver long-term value and shape how people feel about your brand.

For B2B event planners and event venues, the bar has been raised. The future belongs to those ready to go beyond “wow” and into “why.” It’s time to design events that don’t just impress, but matter.

We'd love to bring your next immersive event to life. Connect with our event professionals to learn more about our Enhancement Program and event planning offerings.

  • Protecting brand and client privacy: GDPR compliance for businesses is a strict requirement in the UK. At CHG, we approach handling attendee data with AI with robust security protocols and transparent data usage policies. Trust is paramount.
  • Alleviating fears around job security: While AI automates certain mundane tasks, it also creates new roles requiring different skill sets. Event planners and businesses alike should focus on upskilling teams to increase efficiency and expand capabilities that might have been too costly or time-consuming if performed manually.
  • Brexit Implications for UK events: Navigating data flow and other potential complexities is essential for tech providers based outside the UK when international events are hosted there. Nevertheless, AI can streamline cross-border collaboration and communication, effectively bridging these gaps.