Moxy Allentown

The new 58,400-square-foot Moxy Allentown brings an energetic hospitality experience to the up-and-coming eastern Pennsylvania city. Located at 949 Hamilton Street in the heart of downtown Allentown, the 133-room property fills a gap in the local hotel landscape. The hotel entered the market amid growing demand in Allentown, a small community with limited lodging options that the Moxy brand aimed to change by introducing a fresh and dynamic hospitality experience to the area. Focusing on a younger generation of leisure travelers, digital nomads, and business guests, the Moxy Allentown blends a lively, lifestyle-driven atmosphere with modern amenities.

The Moxy brand sought to reenergize the local hotel scene and tapped design firm The Society to bring a modern perspective to the public spaces and amenities. The Society’s design team incorporated the brand’s signature playful characteristics into the hotels’ design scheme, creating an environment that speaks directly to the next generation of travelers while showcasing the charm and energy that defines Allentown. Inspired by the city’s deep roots in amusement park culture, particularly one of the oldest operating parks in the United States, Dorney Park and its “freak show row” attraction, the design team embraced vintage carnival nostalgia with a contemporary flair for the public space interiors. Upon entering the hotel, guests are greeted by Tipsy the Tiger, a fun homage to carnival rides, positioned perfectly for photo ops and setting the stage for the immersive experience that unfolds throughout the property. Other nods to the amusement culture include the addition of Vintage Zoltar fortune-telling machines and bold textures and materials, including velvet, blackened steel, and pops of color with a 1970s undertone.

Another local point of reference was Allentown’s former Hess’s department store, once renowned for its extravagant window displays, over-the-top fashion shows, and dramatic in-store events. These moments of spectacle are woven into the hotel’s public spaces, bringing flamboyant details that invite curiosity and encourage interaction. For instance, in the lobby, a large backlit floral wall installation pays homage to Hess’s iconic springtime displays with a vibrant floral design that echoes the extravagant floral installations once found in the department store.

To cater to the diverse needs and preferences of today’s traveler, The Society created a variety of social and flexible spaces designed to suit every mood. Guests can relax in the 70s-inspired living room with a cozy fireplace as its focal point, unwind in the main bar and lounge, or escape to the stylish library, which seamlessly transitions from a daytime coworking hub into an evening cocktail spot. The flexible meeting rooms accommodate both spontaneous brainstorming sessions and more focused, private work for those who need a heads-down space. A standout feature of the hotel is its expansive outdoor courtyard — an uncommon amenity within the Moxy brand that was envisioned as a venue for live music and community events in the downtown area. The design team also designed a well-equipped fitness center, offering guests the chance to recharge during their stay.

Throughout the property, the color palette and finishes embody the Moxy identity while grounding the design in Allentown’s rich history. Staying true to the hotel brand’s DNA, the design blends polished concrete, blackened steel, and mixed metal patinas with rich textures. Deep velvet finishes in vibrant, saturated hues evoke a retro 1970s feel with pops of yellow, orange, and red infusing the space with energy and warmth, while striped accents and deep reds nod to the visual language of circus tents and “big top” performances. A tribute to Allentown’s industrial past as a hub for iron production, the bar and surrounding public spaces feature striking iron detailing, adding an urban industrial edge that playfully intermingles with the hotel’s eccentric elements.

Rooted in Allentown’s storied past and layered with bold, contemporary design, the property sparks curiosity and invites connection among guests through literal interpretations. With its blend of nostalgia, industrial grit, and modern flair, Moxy Allentown captures the spirit of a city in transformation, while providing an unforgettable experience that challenges convention and is whimsical at every turn. The result is a property that is both grounded in place and wildly expressive—a true reflection of Moxy’s rebellious personality.

Design: The Society
Architect: Bernardon
Photography: Christine Gatti