The Plaza New York

Relaunching an Icon

Love & War was responsible for the complete overhaul of The Plaza Hotel’s branding, including the development of a new logo and visual identity system, guest materials, advertising, retail packaging, and environmental graphics as well as the full concept and design execution of The Plaza’s new website. In addition to the rebranding of The Plaza, Love & War also developed new branding for the hotel’s F&B outlets, including The Champagne Bar, The Palm Court, and The Rose Club.

The rebranding of The Plaza maintains the stature of the hotel and honors its place in history while remaining relevant to today’s audiences.

Love & War designed The Plaza'snew website as well as all the different materials that make up the guest experience, from in-room guidebooks and amenities to product packaging.

The Palm Court

We worked with the legendary French plateware company Bernardaud to develop custom plateware and settings for The Palm Court.

Our work also included redesigned plateware, settings, and materials for”Eloise Tea” – a favorite at
The Palm Court for generations.


Fairmont Hotels


New York Post , Blair Eadie , Library of Congress