Palm Springs, California
Rebranding a 1947 modernist landmark
Though never certified as an architect, HW Burns is well-know for several mid-century treasures in Palm Springs. One of the most pristine examples of his work is located in the famed Tennis Club neighborhood. A 1947 10-unit hotel, The Hideaway is a class-one historic site. It’s also quite the sexy retreat. The Hideaway has a loyal following, some guests have visiting for decades. The property also assumes a unique spot on the modernist radar, attracting designers and design enthusiasts from all over the world. Of course, the rare pedigree means jet-setters, millennials with means, and a savvy gay patronage can also be found poolside.
We wanted to provide a bit of design-centric diversion for the guests. As a modernist landmark, The Hideaway attracts a discerning crowd, knowledgable about design, yet dubious of brand saturation. We took our cues from the architecture and provided a welcoming, genuine suite of creative assets.