The Hotel Chelsea

Enough has been written about — and yet more written in — the Chelsea to satisfy every history hound the world over. In branding this iconic hotel, we didn’t want to fetishize or fixate on that history, nor did we want to reject it. Through deep historical research and a close partnership with renowned hotelier Sean MacPherson, we developed a new brand identity for The Hotel Chelsea that connects its profound history to the hotel’s present moment.

Our design approach seamlessly and subtly layered old and new, luxury and louche, the sensibilities of Europe and New York across every guest touch point including print collateral, stationery, wayfinding, textiles, photography, social and digital. The result is a brand that is deeply referential, but only to the hotel’s own history. It is a world unto itself.