
Park Lane, the luxury hotel in New York City, has launched a new identity designed to emerge from a “sea of old-world sameness” according to Mother Design, which was behind the new look.
“The previous branding, rooted in 70s luxury design, was in dire need of an update; not only from a visual perspective, but also to feel more inclusive,” Mother Design says. “We brought seasonality into the design, a super rich colour palette, and most of all brand language that’s both elevated and invitational; the poetic language entices locals as well as travellers.”

