The Dominick is an iconic and modern hotel in the heart of a sought-after SoHo location. The artistic history of the neighborhood influenced the development of the brand positioning, narrative and name. With this rich cultural history in mind, a new identity was crafted for the hotel - and along with it, a new story to tell.

Through a collaborative and iterative process, a youthful and sophisticated brand was created. Influenced by the rock and roll aesthetic of Warhol, Lou Reed, and the Velvet Underground, the final design is a balance of uptown elegance and downtown edge.the final design is a balance of uptown elegance and downtown edge.