In 2006, St. Regis Hotels & Resorts was preparing to enter a phase of explosive growth in an intensely competitive global luxury hospitality and residential market. The core challenge was to leverage the heritage of the brand in a way that would capture a younger consumer without alienating the existing, much older consumer.

The opportunity was clear – to create an engaging whole-brand experience by rediscovering and defining a rich brand story and identifying key legacy rituals subsequently made relevant for today’s tastes. Additionally, AR New York developed the brand filter of ‘Touch’ and applied it to all aspects of the experience, from identity and materials to imagery and online; thus, creating a dimensional quality which ultimately unified the hotels so as to solidify the St. Regis brand in the marketplace.