Refinery HotelRefinery HotelRefinery HotelRefinery Hotel

Refinery Hotel



  • Design
  • Content
  • Social
  • SEO
  • Photography
  • Video


01 Background

Once a millinery factory with a Prohibition-era tea room attached, an overhaul by Stonehill & Taylor, the architecture firm behind the NoMad and Ace Hotels, turned the 100-year-old Colony Arcade building into the Refinery Hotel. Its 197 loft-like rooms, acclaimed Parker & Quinn restaurant and trendsetting Refinery Rooftop bar are redefining Midtown and bringing new life back to the area.

02 Approach

We designed and built a website for Refinery Hotel that feels as luxurious, stylish and refined as the hotel itself. From loft-like rooms with windows that actually open to working Edison telephones in the hallways to the lobby bar, named after an original tenant who ran the Prohibition-era tea room that was once in its place, the website design spotlights Garment District history in every detail.

To tell the story of Refinery Hotel’s long history as a popular spot for the fashion set, we launched Refinery Times, a definitive guide to Midtown culture. Through features like our “In Bed With” series, we introduce readers to the hotel through interviews with fashion influencers who are cultivating a new style that is redefining Midtown.


Across social media, Refinery Hotel guests use our #RHhappyfeet hashtag to showcase the hotel’s Instagram-worthy mosaic tile floors, while activations like our #SoRRefined event drew a stylish crowd for a women’s empowerment event, hosted by fashion influencer Lara Eurolain of Pretty Connected. Across digital channels, these initiatives work together to elevate brand identity and establish Refinery Hotel as a fashionable Midtown refuge.






03 Results

Increased blog page views by 93%

Increased average new Instagram followers per month by 90%

Increased average Instagram engagements per month by 756%

04 Links

288 words

Cuba Travel Network

Park Hyatt

Rosewood Conversations

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