11 HOWARD, New York City | 'Conscious Hospitality' — that's the strapline of this sleek, Scandi Design Hotel in SoHo. Click on 'Collaborations' and read all about the hotel's partnership with Global Poverty Project which is striving to eliminate extreme poverty by 2030. The hotel also encourages guests to book directly by letting them know that a contribution will be donated to Global Citizen's campaign and the social-action platform to solve the world’s biggest challenges. Another partner is Thrive Market who are behind the minibar; this online marketplace sells healthy foods and wholesome products at 25–50% below retail prices for every membership bought, gives a free membership for a low-income family so organic and non-GMO groceries are within closer reach. Their community collaborations don't stop there — see that mural on the 150 foot-high south-facing wall pictured? It celebrates SoHo's history and culture, its style an homage to Jean-Michel Basquiat who was part of the artistic movement that made this neighbourhood famous in the 1980s. Groundswell is a group that was formed by artists, educators, and activists who share the philosophy that personal expression through art combined with the power of community activism can be a positive force for good.