The unique artistic history of the neighborhood influenced the development of the brand positioning, narrative, name and the refreshed identity. With this rich cultural history in mind, a new identity was crafted for this distinguished hotel – and along with it, a new story to tell.

Influenced by the rock and roll aesthetic of Warhol, Lou Reed, and the Velvet Underground, The Seventh Art created a youthful and sophisticated brand. The final design is a balance of uptown elegance and downtown edge, as seen through the innovative typography, color palette, imagery and extending through all the touch points.