BACCARAT HOTEL
REFINING A RARE GEM OF THE LUXURY LANDSCAPE
President & Partner of SWAT. We partnered with SH Hotels & Resorts to refine the brand direction and elevate the marketing communications of Baccarat Hotel — one of NYC’s most architecturally striking and emotionally resonant hotels.
A Jewel in the STARWOOD Hotels Portfolio
While our primary assignment was re-centering the 1 Hotels brand platform, we were also asked to collaborate on its iconic sister property: Baccarat Hotel New York, located directly across from MoMA in Midtown Manhattan. Needless to say, I was ecstatic about the idea.
The hotel itself is a rare gem that was designed by SOM Architects with soaring ceilings, layered textures, and atmospheric interiors that channel French palatial elegance with modern Manhattan energy. The environment is rich with curated details and striking juxtapositions: intimate luxury at The Grand Salon and The Bar, immersive beauty rituals at Spa De La Mer, and the black-and-white checkered floors of the pool at La Piscine.
Quiet Refinement Meets Playful Opulence
Unlike traditional luxury that leans overly formal, Baccarat’s personality reveals itself with a wink. We worked with their team to fine-tune the brand voice and craft tactical expressions of that vision that showcases Baccarat as a space for those who value the highest level of sophistication, but crave a touch of edge and irreverence.
This is a brand for that reads 1% of the 1%, but has a unique soul and style that makes everyone feel comfortable.
Editorial Craft Meets Crystal Precision
Our projects were specific and tightly executed, each one reflecting the Baccarat way:
Concept development, art direction, and execution of the Baccarat Hotel coffee table book
Refinement of in-room collateral, guest communications, and digital voice
Partnership with in-house and property teams to bring consistency and spirit across all marketing touchpoints
We aimed to give the brand fresh dimension, texture, and emotional resonance. Honoring the Maison, while letting it breathe.
Takeaway
Baccarat Hotel remains one of my favorite properties. It’s stunning and it’s smart. Every surface sparkles, every detail matters, and somehow, it all feels effortless. Our collaboration delivered brand refinement at its most elevated: intimate, tailored, and unforgettable. Cheers.