As St. Regis set out to refresh its brand image for a modern luxury audience, The Gathery was commissioned to develop, art direct and style a lifestyle campaign that combined the brand’s legacy with a contemporary editorial language. Set in the landmark New York hotel and at a Gilded Age manor in Long Island, the campaign aimed to expand and welcome new guests to The House of Astor. Reimagining the brand’s visual expression, we infused playfulness, energy and a new take on glamour, positioning St. Regis as a true luxury house for today’s travelers.

St. Regis invited a select group of influencers and media to celebrate the anticipated opening of The St. Regis Kanai Resort, Riviera Maya. Amidst an inspiring seaside landscape, The Gathery designed and curated a three-day experience to mark the debut of the exquisite new property. Lush surroundings and striking hotel architecture served as our departure point for design which culled tones and materials found in the Mexican destination. Bespoke programming, enhanced rituals, and dining experiences introduced the brand’s unique point of view on resort entertaining. Over the course of our visit, we created a resort-centric lifestyle campaign capturing the new resort proposition for the celebrated luxury brand.

Nestled in the snowcapped mountains of Aspen, St. Regis Hotels and Resorts returned to the anticipated World Snow Polo Championship to celebrate its benchmark 10th anniversary. The Gathery partnered with the legacy brand to design a series of events surrounding the annual winter festivities. A cohesive and elegant design positioned St. Regis as a global luxury brand. Cues inspired by the legacy of the sport, rich in materials and textures, came together to create a recognizable program language that manifested at each touchpoint throughout the three-day experience.

St. Regis Hotels & Resorts reinvigorated their Butler Service positioning, bringing modern breadth to the heritage service. The Gathery partnered with St. Regis to personify the storied brand’s ever-evolving lifestyle through a new and playful campaign. Borrowing cues from luxury fashion editorials, the approach respected the role’s legacy while infusing energy, vibrancy and a touch of whimsy. Eye-catching wallpapered environments showcased our cast of Butlers in action – from tea service to turn down. The campaign aimed to establish the personality of St. Regis’ Butlers while highlighting on-going and new services found in global destinations.

St. Regis revamped their global holiday entertaining guidelines to create a new global platform, House of Celebration. The Gathery partnered with the brand to bring centuries-old holiday hosting traditions, inspired by the House of Astor, into a new era. House of Celebration launched with a glistening affair of music at cocktails at the landmark St. Regis New York. Luxurious design, glamorous programming and heightened services amplified the new holiday treatment as guests discovered what defines a signature St. Regis celebration. The evening culminated with a live jazz performance led by the inimitable Jeff Goldblum & The Mildred Snitzer Orchestra.