During our first engagement with this luxury lifestyle brand, the brainchild of hospitality legends Ian Schrager and Bill Marriott, we were tasked with dual responsibilities: to define a robust yet agile wellness proposition that aligned with The EDITION’s underlying brand pillars, while translating that vision into the spa experience at their Miami Beach location.
Reflecting the hotel’s pioneering hybrid urban-resort identity and Miami’s evolution as a global creative mecca, we channeled the spa experience to appeal to the different user groups: leisure, business, and local clientele. In collaboration with Ian Schrager’s design team and noted interior design firm Yabu Pushelberg, an ambiance of easy sophistication mirrors the pared-down modern luxury that permeates the resort.
The service offerings and brand partnerships are equally reflective of the property’s unique typology and Miami’s evolving identity – built around antidotes and enhancements for life, work, play, and travel. A deliberately edited approach to menu design highlights session-based treatments that are customized to the needs of each guest, with a brand portfolio and retail assortment that is both carefully curated and continually evolving.
