Over the past several years, membership clubs and coworking spaces have emerged in force to serve a wide range of cultural and demographic groups. However, there was one significant market that had been largely overlooked: overextended executive-class women looking for a true sanctuary space rather than yet another networking opportunity.

Love & War worked with ownership to develop the brand strategy, naming, identity, materials, and experience for “Maison” – an Upper East Side private members club designed specifically for this demographic. Steering clear of the “startup” vibe of WeWork or the millennial politics of The Wing, we instead defined a brand experience focused entirely on the personal needs of the members – to work, relax, learn, and connect in a beautifully designed space free of pressure and distraction.