Rebranding
Our studio has rebranded dozens of existing restaurants and hotels. These renovations save time and money. Our strategy is to preserve as much of the existing construction as is consistent with the new business plan, while at the same time creating an entirely new guest experience. Our approach is wholistic. It begins with a story which then suggests how we can integrate the architecture, interior design and identity, and art and furnishings exclusive to the property to distinguish the business from local competitors and from the business housed in the structures.
Hotel 57 on 57th Street between Park Avenue and Lexington in Manhattan was a conversion of an existing hotel into a full service boutique Renaissance hotel. All of the public spaces were entirely reimagined. Rooms received new finishes and 20 new rooms were created.
The Royal Hotel was the rebranding of an existing South Miami Beach art deco hotel for Claus Sendlinger, the founder of Design Hotels. The project relied upon minimal construction and the off-site manufacture of proprietary elements to quickly complete the rebranding.
Bob San rebranded two separate restaurants housed in different buildings. The project created a dining room, a bar, a lounge and a private dining room, each with distinct but related personalities.
The Renaissance Times Square, New York, New York is owned and operated by Marriott. To reimagine the Renaissance Brand, our studio worked with Marriott to renovate the public spaces of the existing hotel to create a spaces expressing some of the spirit of the neighborhood.
JMA advised Bobby Baldwin of MGM/Mirage regarding the repositioning of the Beau Rivage Resort Hotel and Casino in Biloxi, Mississippi. Our responsibilities included a critique and plan for public spaces and rebranding of two restaurants, Anna Mae and Port House.
