Location: New York, New York
Role: Design creative direction
Services provided: Identity & materials
Interior design & renderings: ICRAVE
The Untitled hotel in NYC’s Soho celebrates the City’s punk history – irreverent, bold and cool. I created a branding strategy that was high-end, rebellious, and spontaneous. Inspiration for the hotel’s branding came from 1980’s music, art and fashion. The tone and mood is referential to Robert Longo, Mapplethorpe, and Rick Owens. The color palette is monochromatic, artwork “untitled,” and attractions simply titled “The Bar,” “The Restaurant” and “The Lounge.”