Located in the heart of Manhattan at the southern edge of Central Park, this hotel has a worldwide reputation for its smart edge and quintessential New York attitude. The 720-room hotel has killer views of the city with plenty of brands to experience right on property. This hotel is home to Norma's, the Burger Joint, gravity fitness and Knave. With such distinct experiences and an owner willing to push the limits, the opportunities to create were limitless.
The guest experience at Le Parker Meridien began the moment people walked through the door. To this end, Smarthinking Inc. was intensively involved with the management teams to ensure the brand was delivered properly at all points. (E.g., What’s the check-in process and how are the collateral materials interacting with the guest arrival?) We carefully crafted each piece of collateral during the guest's stay and that included everything from key cards to dry cleaning bags.
Outside the guest rooms, our creative minds moved to creating the cookbook for Norma's. This project included everything from creating the characters, designing the book, art directing the photoshoot and conducting the test kitchen. We got our hands messy with this one, and loved the result!
Not all projects were above ground. Three stories below the lobby was gravity, a fitness experience that attracted a big local membership base while servicing hotel guests. This was not your ordinary hotel gym though; Muscle and Fitness named gravity fitness The Best Hotel Fitness Center In The Country. We oversaw every aspect of the gravity brand: overseeing the branded experience, developing all collateral materials and website and consulting on the interior space development. Then in 2007, the Quickie workout was born. Conceptualized, programmed and promoted by Smarthinking Inc., this nine-station, 28-minute workout was a fast hit at gravity and made a splash with the press. Amid the sea of high intensity workout facilities today, gravity was a pioneer in this fitness space more than ten years ago.