The Dominick

The Dominick is an iconic and modern hotel in the heart of a sought after location in SoHo. The unique artistic history of the neighborhood influenced the development of the brand positioning, narrative, name and refreshed identity. With this rich cultural history in mind, a new identity was crafted for the hotel - and along with it, a new story to tell.

System case study
System case study
System case study

Through a collaborative and iterative process, a youthful and sophisticated brand was created. Influenced by the rock and roll aesthetic of Warhol, Lou Reed, and the Velvet Underground the final design is a balance of uptown elegance and downtown edge.

System case study
System case study
System case study