Gurney’s Montauk

Relaunching an Icon

One of the most famous resorts in The Hamptons, Gurney’s was facing an intensied competitive landscape that had emerged with Montauk’s recent rise in prominence as a destination for vacationing New Yorkers. To help meet this challenge, Love & War worked with the Gurney’s team to redevelop and relaunch the resort brand as well as that of its four on-site restaurants: The Seawater Grill, The Ocean Cafe, The Market, and The Beach Club.

key point of inspiration for the brand was Montauk itself, which is known for its easy, unpretentious style and classic charm. Rather than try to "out-luxury" the competition, our goal was to reassert Gurney's as the authentic Montauk destination, with an effortless, understated sophistication differentiated from more rowdy, seasonally-driven competitors.

“It’s hip, it’s young. There’s more of a vibe. The rooms are beautiful. It’s very cool now…”

– New York Post

Our re-branding extended even to the smallest details, from the in-room compendium to clothing sold at the on-site boutique to new package design for the line of health and beauty products sold at Gurney's Seawater Spa.

The Beach Club

Our work also included the rebranding of The Beach Club at Gurney's, the only on-beach dining in all of Montauk or The Hamptons. Our work also included the rebranding Montauk or The Hamptons.


Gurneys Montauk


Filip Wolak