The Beach Club at St. Regis
Streetsense partnered with Marriott International to reimagine the St. Regis Bar for resort destinations, creating a globally adaptable beach club concept that embodied the spirit of the Astors in a new coastal context.
THE BRIEF /
Marriott International engaged Streetsense to evolve the celebrated St. Regis Bar into a resort-ready experience that would complement the brand’s growing portfolio of luxury beach destinations. The challenge was to preserve the sophistication, ritual, and heritage synonymous with St. Regis while adapting its sensibility to outdoor, sun-drenched settings across global markets.
THE APPROACH /
Drawing on deep expertise in hospitality concept development, Streetsense worked to craft a compelling narrative, create a distinctive culinary, beverage, and visual brand identity, and provide guidance on curating an unforgettable guest experience at every touchpoint. The St. Regis Beach Club will debut at upcoming hotels in resort markets across CALA, EMEA, and APEC.
ILLUSTRATING THE ST. REGIS STORY /
Custom single-line illustrations serve as versatile tools for storytelling and engagement. Merging classic and modern elements, the graphic system introduces a touch of enchantment to various contexts. Emblematic of the St. Regis brand, the illustrative approach strikes a balance between timeless sophistication and contemporary playfulness, making the brand execution adaptable for diverse contexts.
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