Remarkable Question

How do you give an iconic building back to the people of Chicago?




Challenge 

With several lifestyle/boutique hotel options in Chicago, we needed to find a way to stand above the rest in a way that appealed to local and international travelers. The historic Carbide and Carbon building is one of the four oldest buildings in Chicago, and its location on Michigan Avenue puts it at the center of the city for travelers and Chicagoans of all walks of life. But for 13 years it had been a chain hotel.

Revelation

Chicago is one of the most diverse cities in the world. What it needed most was something unifying and unexpected.






Mark