Apollo Bagels Arrives at The Fifth
The best bagel in New York has arrived at the city’s best hotel. Fresh off being named the No. 1 Hotel in New York City in Travel + Leisure’s 2025 World’s Best Awards, The Fifth Avenue Hotel welcomes Apollo Bagels for an exclusive new collaboration: Breakfast in Bed.
Apollo Bagels has quickly become a New York phenomenon, drawing long lines and loyal devotees for its handmade sourdough creations. Now, for the first time, its cult-favorite bagel is being introduced in a new setting defined by Fifth Avenue style.
This partnership celebrates how the finest pleasures, whether simple or lavish, can be savored in the city’s most glamorous surroundings. At its heart, Breakfast in Bed invites guests to exchange the hurried energy of a New York morning for something more indulgent. What might otherwise be eaten on the go becomes a centerpiece of ritual.
Available à la carte or by custom door knocker, the experience begins with a butler arriving to a guest room. While still in bed, Apollo’s signature sourdough bagel is toasted à la minute and served with a generous spread of smoked salmon, trout roe, pickled onion, cucumber, capers, tomato, and whipped cream cheese. The breakfast is rounded out by a soft-boiled egg with sea salt, black pepper, and a drizzle of olive oil. Guests may take their time building each layer, or allow the butler to assemble the perfect bagel.
“The Fifth Avenue Hotel is a love letter to New York City. It only felt natural to bring a taste of the city’s most beloved breakfast to our guests,” says Alex Ohebshalom, Proprietor of The Fifth Avenue Hotel. “We encourage guests to slow down and take in their surroundings — even if that includes a lazy morning over Breakfast in Bed.”
“We love The Fifth Avenue Hotel. We both share an obsession with unique ways of being hospitable,” says Joey Scalabrino, Founder of Apollo Bagels. “We wanted to give people, especially visitors to the city, a new way to enjoy Apollo in the comfort of their rooms. The collaboration is classic Apollo quality and deliciousness, elevated for its new setting.”
Available September 3 through September 30, Breakfast in Bed can be enjoyed via in-room dining or through our Breakfast in Bed Package, which includes:
A one-night stay at The Fifth Avenue Hotel
The Breakfast in Bed bagel experience
Valet parking
A custom Breakfast in Bed Hoodie
A special Sabre bagel spreader in The Fifth Avenue Hotel’s signature purple and gold
To bring this collaboration to life, The Fifth Avenue Hotel turned to photographer Lucia Bell-Epstein to dream up a campaign celebrating the whimsy, indulgence, and delight of a morning well spent at The Fifth. Starring in the series are two New Yorkers who personify curiosity and creativity in their own distinct ways: Miwa Susuda, the beloved steward of Dashwood Books, a treasure trove for photographers and art-book lovers, and Tchesmeni Leonard, a Brooklyn-born fashion force behind the pages of Glamour, Teen Vogue, and Self. The shoot captured their unique ways of embracing Breakfast in Bed and became a fitting homage to the coming together of two New York classic icons.
And, because no good story is complete without a surprise, The Fifth Avenue Hotel is offering a limited giveaway of Breakfast in Bed paired with a one-night stay. Terms and conditions apply.
PHOTOGRAPHER: Lucia Bell-Epstein
TALENT: Miwa Susuda, Tchesmeni Leonard
CAMPAIGN DIRECTION: Olamide Oladipo
STYLIST: Sophia Pappas
DIGITAL TECH: Benji Geisler
PHOTO ASSISTANT: Cece Kirksey
