Yes, that Watergate. Studio Tano was tasked with creating a brand identity that could stretch from Watergate’s scandalous past to house its new future as a luxurious and stylish hotel. A little digging in the archives uncovered the inspiration for a modern hotel rooted in its 1960s heyday.
Seeing beyond the scandal, we created a brand that honors the hotel’s rebellious and glamorous past.
Bringing forward themes from the tumultuous time in U.S. history, we concepted an encapsulating hospitality experience that transports guests to another time: when travel was an occasion worth celebrating, gracious service was the standard, and intrigue could be found just beyond every curve.
Just as Nixon felt the rules did not apply to his presidency, so we felt the typical rules of luxury should not apply to the hotel. We designed in-room and marketing collateral using the new Watergate Rules for messaging and an expanded design system to complement the visual identity by Ron Arad Studio and Euro Capital Properties.