Palmilla Social Club (One&Only)
Streetsense was brought in to help redefine a key destination within the revered One&Only Palmilla resort, shaping a cohesive vision that connects its many guest experiences.
THE BRIEF /
For the storied 5-star resort Only&Only Palmilla in Los Cabos, Mexico, Streetsense was engaged by Kerzner International to craft a new vision, a fresh brand identity, and collection of welcoming F&B experiences for its existing golf club. The recently launched Palmilla Social Club includes a restaurant, bar, and café open to the public, as well as members-only spaces. The goal was to create a cohesive brand ecosystem that reflects the elegance of the One&Only experience while feeling welcoming to residents of the broader Palmilla neighborhood, appealing to destination visitors, and uniquely tailored to golf club members.
THE APPROACH /
Drawing inspiration from the resort’s rich history, the Baja landscape, and the warm spirit of the Palmilla community, Streetsense set out to create an identity system that distinguishes the private golf club from the hotel’s public-facing dining venues while still expressing a shared sense of conviviality.
The resulting umbrella brand, Palmilla Social Club, reimagines the idea of a club through a lens of “inclusive exclusivity” — positioning the area adjacent to the golf course as a social hub where locals and travelers come together. Palmilla Golf Club retains its own identity, while the restaurant, bar, and café each take on distinct personalities that infuse the overall experience with heritage and insider charm.
A UNIFIED SOCIAL PRESENCE /
To further strengthen the cohesion of the umbrella brand, all public-facing concepts were brought together under a single @PalmillaSocialClub Instagram handle, designed to heighten visibility, create and build a sense of community around the destination.
