NYCBRANDINSPIREGoing to the Big Apple is always a branding blast for me. There’s so much inspiration and creativity and I’m exposed to thousands of amazing brands and their smart marketing work. I learn things that I can often apply to my own business and work. You can, too.

I was in the city for Fashion Week. If you’re interested in that, you might want to read my other general marketing and branding blog on Fashion Week. Over there, I shared specific insight on how fashion branding is evolving and influencing other branding categories.

Back to restaurant, hospitality and food branding insight.

I stayed at the Quin on West 57th Street at Sixth Avenue, which is right in the heart of midtown. Every inch of the hotel is beautiful, luxurious and well appointed with exquisite art, fresh flowers and amazing furnishings. Perkins Eastman was the design and planning firm behind this incredible boutique hotel.

Perkins Eastman the Quin branding and marketing

Photo from the Quin Hotel website

The hotel property first opened in 1929 as The Buckingham and hosted many notable musicians, artists and other creative royalty; today the hotel is a modern oasis of culture, cuisine and design.

Riding on their historic pedigree of hosting many famous and talented guests, the hotel builds it brand story around art. The hotel has a resident artist program and showcases the artist’s work throughout the property, on branded touch points and through creating guest events and experiences.

Here are just a few of the very cool things they do very well.

1) Use technology to storytell.
The lobby has a towering video wall that features works by the artists who are a part of their in artist in residence program. What I love about this idea is that the screens change, so the story telling never stops.

the Quin Lobby Video Screens Art Marketing and Branding

Photo from the Quin Hotel website

2) Create a unique word.
The Quin does not have your average concierges; they’ve rebranded the commonly known term for this service person to “Attaché.” A third party company provides guests personalized services (just about anything you can imagine) from a team of Attachés. This idea goes beyond the simple name change. They feature their service team on their website and all of them have serious connections in art, entertainment and culinary spots, too.

the Quin NYC Lobby Marketing and Branding

Photo from the Quin Hotel website

3) Leverage your story in unexpected touch points.
Daniel Egnéus, one of The Quin’s featured artists, has had his work printed on the guest umbrellas and shopping bags. Nice way to take a branded memory home.

the Quin Daniel Egneus Marketing and Branding

 Photo from the Quin Hotel website

Think about how you might incorporate these ideas into your restaurant’s branding and marketing. Also, think about other businesses (beyond the restaurant industry) that you think to a really good job with their branding and customer experience. What can you adapt, borrow and implement in your restaurant?

In my next blog, I’ll share what I learned from an elegant Indian restaurant Junoon , one of my favorite French bistros L’Express, the mecca Todd English Food Hall at the Plaza, Zerve walking food tours, Quality Italian Steakhouse  and Rue 57.

Till next time.

Do you a question for us? We’d love to answer it here on the blog. You can email us jring[at]restaurantbrandingroadmap[dot]com or reach us on our Facebook page or Tweet to us.

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