In 2009, the owners of Cape Advisors sought us out to create a brand for their spas, each to be placed at radically different yet related hotel properties in two iconic New Jersey locations.
Congress Hall is an institution in Cape May, NJ. Its rich history, dating back to 1828, includes a roster of past guests including former presidents and famous composers. This American charm is evident in the rocking chairs and patriotic flags that define the hotel's décor. The new 5,000-square-foot spa was built to give guests the luxurious amenities they would expect from a modern-day resort. The brand needed to be reflective of the pure Americana spirit that was woven into the DNA of the property.
The sister spa was slated for a new hotel along another famed shore in the Garden State. The Chelsea in Atlantic City aimed to bring a stylistic glamour back to the boardwalk. Not a gaming hotel, this hotel would offer a more cosmopolitan experience than its sister property. The Chelsea boasted restaurants by Stephen Starr, luxurious and elegant interior décor and a spa capable of delivering a decadent experience.
We worked diligently to create spa brands at both locations that did not match exactly, but paired perfectly. The Sea Spa at Congress Hall imbues a classic, traditional feel with treatments named Southern Comfort, The Mariner and The Beachcomber. The Sea Spa at The Chelsea evokes indulgent fun with treatments named The Go-Go Girl Glow, Secret Agent and On The Rocks.
Our brand work included the consultation and development of the final space for both locations as well.