MacArthur Place
Natural luxury in downtown Sonoma
MacArthur Place was a charming but faded Sonoma farmhouse inn with many innate charms, including period architecture, sprawling gardens, and a classic mid-century pool. The challenge was how to reimagine the brand and align these assets with the values of a younger, more affluent, Silicon Valley audience.
Love & War worked with the resort’s new owners to reposition the MacArthur Place brand around a new culture of natural luxury, emphasizing authentic experiences, wellness and an enlightened worldview above formality and flash. Our work included a new visual identity system, a new website and a reimagined hospitality experience for virtually every aspect of the guest journey, from arrival to checkout.
“MacArthur Place Hotel & Spa is the Goldilocks of luxury hotels in Sonoma: not too laid-back… not too stuffy that it feels pretentious.”
Condé Nast TravelerSee more: MacArthur Place on Instagram
Photography & digital development: Barrel NY
Brand strategy
Visual identity
Web design
Experience design
Guest materials
Sales & marketing
