The epitome of northern Californian luxury expressed through local and cultural references
Brand Strategy | Visual Identity | Interior Design
The St. Regis brief was splendidly multifaceted: create an independent, art-focused destination that’s colourful, lively, and whimsical; captures the SoMa neighbourhood spirit; and exudes St Regis luxury. Our response took inspiration from familiar city vistas, distant mountain views, and SoMa’s irrepressible cultural vibe.
The result is pure Californian luxury – a design using subtle abstractions, rich textures, and soft metallics to anchor itself in the San Francisco landscape. The bar’s overhead trellis, for example, is a nod to the city’s iconic tram lines. This bold transformation draws a broad cross-section of guests, tourists, locals, and art lovers to a unique statement of St. Regis glamour.