Park Lane
An iconic hotel redefines uptown luxury
Can design ruffle the feathers of Billionaire's Row?
What we did
Industries
The Park Lane Hotel in New York City stands in brusque, brutal contrast to the luxury hotels of “Billionaires’ Row” that surround it. And yet, despite its remarkable architecture and storied past, the iconic hotel came to find itself adrift in a sea of old-world sameness. Traditional luxury—especially that which characterizes neighboring landmark institutions like the Ritz, Plaza, and Pierre—feels antiquated and exclusionary, resonating less and less with the modern traveler.
After a near-total interior renovation by Yabu Pushelberg, Park Lane sought to fully embrace its spirit of nonconformity, and bestowed Mother Design the honor of developing its new visual and verbal identity.
Embracing the opportunity, we positioned the Park Lane as an extension of its neighbor and focal point, Central Park: an only-of-its-kind, uptown sanctuary to rendezvous with all sorts.
Constructed in 1971 and situated prominently on Central Park South, The Park Lane Hotel boasts 47 stories of magnificent views and covetable proximity to some of New York’s finest cultural establishments.
North facade of Park Lane Hotel on Central Park South
Flamboyant colors and eclectic textures of the interior
The hotel’s south facade directly overlooking Central Park
Blooming on a row of tired gold
The storied property was in a unique position to become a more inviting location for leisure visitors, business travelers, and New Yorkers alike.
Because for Park Lane, the best part of Billionaires’ Row is not belonging there; so we embraced the hotel’s eccentricities and channeled them into its new identity.
Inspired by the juxtaposition of New York City’s grid system, the architecture of the building, and the nature within the park, we selected a wordmark from the Edda font family; its meandering lines, like wandering paths, taper off into whimsical, ornate flairs that resemble botanical tendrils. These organic elements contrast with contemporary, straight lines that harken back to the hotel’s iconic facade.
When stacked, the unique shapes of the wordmark resemble wrought iron—a hallmark material used within the park.
The distinctive “cartouche” shape of Park Lane’s windows informs the brand’s shape language; it frames imagery, patterns, and text across digital and physical spaces.
We used Folio as the brand’s typeface for its perfect mix of gravitas and eccentricity.
Wonders of the Park
The brand’s persona, the Invitational Poet, takes on a tone inspired by both the hotel’s rich history and the romance of nature: a marriage of the parlance of original owner-and-operator Leona Helmsley, and the glorification of nature by the Romantic poets.
It is a love letter, enigmatic and flirtatious, handwritten on handsome hotel stationery—elevated but invitational, poetic and directly personal, with a warm mystique that entices both locals and travelers alike.
Wonders of the Park
We drew inspiration for brand behaviors from the hotel’s new interior aesthetic and unique location along Central Park.
To invoke playfulness and accessibility, we chose flamboyant colors and eclectic textures that change with the seasons.
The patterns we created are born from photographs of natural elements found within Central Park: rock faces, blades of grass, flora and fauna.
A simple process of bitmapping and re-colorization ensures the consistency, flexibility, and longevity of the system.
We paired textures with a color palette that rotates in accordance with the seasonal changes of the park, making the hotel feel like a living, breathing sanctuary and extension of the beauty that surrounds it.
Where to, my dear?
For the purpose of signage and wayfinding, we created a 3D version of the wordmark and a set of accompanying numerals.
Interior design by Yabu Pushelberg
Let’s rendezvous
In its endeavor to become a multi-faceted uptown retreat, Park Lane refreshed its food and beverage offerings and introduced a brand-new, 47th-story rooftop bar—the only one of its kind on Central Park South.
Weaving common thematic elements of the parent brand system throughout, Mother Design created three additional brand identities for the restaurants within the hotel.
The hotel’s new rooftop venue is a garden oasis exploding with textures, promising over-the-top extravagances like table-side martinis and seafood towers. Named “Darling”—a moniker extracted from the new TOV that captures the wealthy-aunt decadence of the space—the identity holds a mirror up to the venue itself, utilizing lettres ornées and intricate, clashing textures.
For the redesigned Harry’s New York Bar, we created an identity inspired by iconic New York City culture. We paired old and new typography, and reimagined traditional colors and textures to give the brand a classic oyster bar feel.
The hotel’s lobby bar, Rose Lane, takes inspiration from the South of France in both offering and design; serving everything from morning pastries and pressed juices to sophisticated light fare with fresh, seasonal cocktails, the venue offers cozy nooks and al fresco dining for a transportive rendezvous at any hour.
To complement the journey, Mother Design infused the branding with rosebush textures, feminine colors, and French and European Art Nouveau-inspired typography.
Fork & Good
Designing a revolution in animal agriculture
