ModernHaus SoHo sits at the corner of Thompson and Grand — 114 rooms in a building whose Bauhaus-informed aesthetic was established by Palette Architecture and Wilson Associates, anchored by an art collection curated by owner Jack Sitt that includes a seven-foot KAWS totem, works by George Condo and Harland Miller, and one of the most museum-serious private collections in any New York hotel of this scale. JIMMY, the 18th-floor rooftop bar with its seasonal pool, is one of the few outdoor rooftop pool decks in the city. The hotel needed a brand that could hold all of this without over-explaining it.
Considered developed the brand and creative foundation for ModernHaus SoHo, shaping an identity that positions the hotel accurately within SoHo's particular register: not a gallery, not a fashion property, not a nightlife destination — but a hotel that takes design seriously, has extraordinary art, and occupies a neighborhood that has been setting the terms of downtown New York culture for five decades. Our work included brand strategy, visual identity, creative direction, art direction, naming, and the design of the hotel's digital presence.
ModernHaus SoHo is a Michelin Guide selected hotel. The brand we built communicates something specific enough to differentiate the property in one of the most competitive boutique hotel markets in the world — and clear enough to hold across every channel without requiring explanation.
