Renovated Chelsea Hotspot Is in its Prime

Imagine entering a sultry club glowing in red light and draped with sexy black chain curtains hanging from the ceiling. Celebrities and other well-dressed people sip expensive drinks on comfortable red sofas situated around the dance floor while good-looking people dance to the beats of house and hip-hop music. This is Prime.

Previously known as Retox Rock Bar and Myst, the hot spot opened its doors as Prime (511 W. 28th St. in Chelsea) five weeks ago. This “super club” spiced up its décor and style to attract a more sophisticated and celebrity-studded audience. Prime may be on the pricey side, but for a college student searching for the ultimate celebrity-spotting, champagne-imbibing experience, it’s an excellent choice.

With its elevated DJ booth located in the middle of the eye-shaped main floor and comfortable red sofas, the spicy ambiance in this nightspot sets the tone for pricey, high-profile parties. In only five short weeks, Josh Hartnett, DJ AM, DJ Jazzy Jeff, and other A-list celebrities managed to make an appearance at this luminous discotheque.

But be warned—partying with hotshots does not come easy. Since the club usually charges no entrance fee, admission is not always guaranteed, especially for men. As one of the managers stated, guests have to be 21 to party, groups consisting solely of men—even properly dressed—are not let past the bouncer, and don’t even try to get in if you’re not attractive. And even if you are one of the lucky ones to gain entry, the hardships are not over upon walking in the door.

Scoring a table comes at a hefty price—the minimum purchase for a table is two bottles, and the average price per bottle including tip and tax comes to around $471. Expensive? I certainly thought so, until the manager told me that Prime’s bottle service extends up to $1900 per bottle. Individual cocktails are also no bargain at an average of $14 per drink. And don’t forget room in the budget for the cab ride home—Prime is situated in the highly industrialized area of Chelsea where walking back to the subway at night may not be the smartest idea.

However absurd you may consider the prices at Prime, it is relatively cheap compared to other Chelsea locations. Since the club does not charge a cover, guests are “spared” expensive admission fees.

On a college budget, Prime may not be the friendliest of weekend spots, but if chatting up young, good-looking club-goers, sipping highly overpriced drinks, and partying like an éclat sounds like your idea of a good time, Prime definitely has the tools to offer you a night you’ll never forget.