HMKM brands New York hotel

HMKM has designed the identity for the Crosby Street Hotel in New York, Firmdale Hotels’ first venture outside the UK.

The consultancy has previously worked on identities for other hotels owned by the chain, including London’s Haymarket Hotel and The Soho Hotel, and won the NY business on the strength of this work.

Given an open brief for the Crosby Street Hotel, the HMKM design team, lead by director Colin Melia and senior designer Emma Simons, proposed that the logotype should take its cue from Firmdale founders Tim and Kit Kemp’s passion for King Charles Spaniel dogs.

Head of business development Edwina Lidstone says, ‘For each hotel we often have something in the identity that relates back into the hotel itself.’ The Soho Hotel identity, for example, features a ‘cat dog’ based on a sculpture found in its lobby.

‘For Crosby Street, we picked up on the owners’ personal interests, but it’s also a New York image – fashionable, stylish and fun,’ Lidstone adds.

The new hotel will open in September when a marketing brochure and e-marketing campaign, both designed by HMKM, will roll out.

Kit Kemp was responsible for interior design throughout the hotel, and developed a bespoke design for each room.

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