Gurney's Montauk

Love & War worked with a new ownership group to transform this historic — but faded — beachside resort into one of the most in-demand lifestyle destinations in The Hamptons and Montauk. In addition to the redesign of the Gurney’s brand and guest experience, we also developed concepts, naming, and brands for its four on-site restaurants as well as its four seasons spa.

A key point of inspiration for the brand was the innate character of Montauk itself, known for its easy, unpretentious charm. Rather than try to “out-luxury” the competition, we positioned Gurney's as the quintessential Montauk destination, with an understated sophistication that differentiated from both its rowdier and its more pretentious competitors.

See more: Gurneys on Instagram

Photography: Filip Wolak & Gurney's Montauk