Founded by John Jacob Astor IV in 1904, The St. Regis New York has long represented timeless elegance, refined luxury, and exceptional hospitality. Its Beaux-Arts heritage and Gilded Age sensibilities continue to define the brand’s distinctive character.

Developed at AR New York, the project focused on creating a bespoke visual identity across a range of applications, including stationery, key cards, door hangers, napkins, and other guest collateral. The logotype and diamond-inspired mark draw inspiration from Brooke Astor’s celebrated jewelry collection, reflecting the hotel’s rich history and enduring glamour.