Rebranding an Iconic New York Institution
The Hotel Chelsea has long been a symbol of creative expression. Since opening its doors in 1883, it has welcomed the greats; artists, musicians, and visionaries— Bob Dylan, Patti Smith, and Andy Warhol—they found refuge and inspiration within its legendary walls. However, as time passed and ownership shifted, the hotel’s vibrant spirit began to fade, and its iconic essence was nearly forgotten.
Our mission was to restore the hotel’s soul, reestablishing it as a sanctuary for today’s modern creatives however bougeois. Drawing inspiration from its legacy of rebellion and individuality, our rebrand was a more an act of deliberate archeology, mining the identities of the past and reinterpreting for today.
