The SCOTT SANDERS and
the RUBELL HOTELS story
Challenge
Scott Sanders, formerly the lead interior designer at Ralph Lauren and now a world class interior designer, with notable clients from the Rubell family, America’s famed art hoteliers, to the Zucker family of CNN, was referred to us when he was chosen as a designer for a real estate showcase, the Printing House. In addition, he was set to do a legendary hotel renovation and a book on the project. The challenge was that all projects were not yet complete, so how to create news and visibility for Scott?
Solutions
We pitched sneak-peeks and designer mood boards to media, resulting in media placement and accolades for three legendary hotels, designed by Scott Sanders.
We even scored an Interiors and Sources magazine cover story for the Lord Baltimore Hotel redesign!
Results
Results were news, awards and events to showcase the national landmark, Lord Baltimore Hotel, a crowning architectural jewel of the city when it was built in 1928. We also shared with media Sanders’ new designs for Miami’s famed art-deco Albion Hotel and Washington DC’s Capitol Skyline, designed by Morris Lapidus.
“Literally a week after I graduated from Parsons and Ralph Lauren gave me my title, ‘in-house interior designer,’ and I got my cards … this lady walked in. That was the beginning of everything. She said, ‘You know, I’ve heard about you.’ [laughs] I had no idea who she was, and we sat down and she said she wanted to get to know me … Where was I from? Did I have a sister? And so on. I thought, ‘Who is this crazy lady?!’ I tell her this story now but she doesn’t remember. Anyway, [after the conversation] I went on vacation and when I got back, there was a set of plans for a 175-room hotel in Miami—and she said she wanted me to meet the whole family … we set a date and the entire Rubell family comes in. Then I figured out who they were.” (newyorksocialdiary.com)
— Scott Sanders on meeting Mera Rubell, “Collector/Hotelier,” who with her husband invested the significant inheritance from Don’s brother Steve Rubell, a co-owner of the nightclub Studio 54, in art. Their Rubell Museum is a driving force in the Miami art world and their hotels in cities like Miami Beach, Baltimore and DC are notable for their art and design.