Hotel 1000, LXR Hotels & Resorts
Hotel 1000 had the bones of a legacy boutique and the address of a flagship. But in a Seattle market crowded with new luxury entrants and copy-paste lifestyle brands, it lacked a cohesive identity that could stand out—or scale.
The hotel had recently joined Hilton’s LXR collection, a move that brought loyalty power and operational lift. But the brand soul? Undefined.
So we built it from the inside out.
We didn’t just design a luxury hotel—we designed an urban resort that thinks like a local. One that merges high-touch service with Northwest subculture. A place where you could sip a smoked negroni in a Topgolf suite, steep in a high-design soaking tub, and still feel like you were staying with a very stylish friend. Our task was to balance local charm with LXR prestige—to give Hotel 1000 a voice, a ritual rhythm, and a tactile, modern mythology worthy of the city it inhabits.
What we did
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We conducted a comprehensive audit of Hotel 1000’s brand landscape—evaluating perception, performance, and guest psychology—to identify gaps, sharpen its LXR potential, and define a positioning no one else owned in the Seattle market.
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We positioned Hotel 1000 as Seattle’s first true “urban resort”—a brand that fused luxury and play, tech and tactility, to meet a new kind of traveler with a softer, smarter hospitality voice.
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We transformed a set of disconnected offerings into a cohesive guest journey—realigning amenities, experiences, and rituals under a unified brand strategy that gave every touchpoint a purpose, tone, and place within the larger narrative.
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We aligned all brand messaging around a clearly defined market position—establishing Hotel 1000 not just as a luxury stay, but as Seattle’s premiere urban resort: a place where tactile design, tech-enabled ease, and Pacific Northwest culture converge.
The Results
Achieved Michelin Key Status
Hotel 1000 became one of only three hotels in Washington State to receive a Michelin Guide “Key” award, positioning it among the region’s top-tier luxury experiences.
Seattle’s First Hotel with Tesla Access
By partnering with EV Mobility, Hotel 1000 became an early leader in sustainable, luxury-forward transportation, offering on-site Tesla access as a curated amenity and brand signal.
Repositioned as Seattle’s Only Urban Resort
Through strategic narrative development, Hotel 1000 was successfully defined as Seattle’s first and only urban resort—a unique positioning that blended high-end leisure, design, and functionality in a tech-forward downtown setting.
Received Elevated Guest Sentiment Across Platforms
Guest reviews climbed to a 4.7★ average, with specific mentions of staff warmth, spa quality, unique design touches, and atmosphere—marking a noticeable post-rebrand uplift in qualitative sentiment.
Deepened Ties to Seattle’s Luxury Subculture
Through brand repositioning and experiential curation, Hotel 1000 reoriented itself toward Seattle’s discerning, design-literate audience—shifting from corporate-feeling luxury to a more insider, culturally attuned expression of high-end hospitality.
Earned National Press Recognition
The hotel’s rebranding drew attention from publications like Michelin Guide, Sunset Magazine, and Jetsetter, helping establish it as one of Seattle’s most culturally resonant luxury stays.