Reintroducing an Icon:
The Raleigh Hotel
VISIT WEBSITE
Client
The Raleigh
Industry
- Travel
Market
- North America
Services
- Brand Strategy & Activation
- Design & Creative
About The Raleigh
The Raleigh Hotel in South Beach, Miami – hailed as the “Grand Dame” of Art Deco – is one of the most recognizable and celebrated landmarks in American hospitality. Famous for its distinctive pool, lush gardens, and glamorous cultural legacy, The Raleigh has long been synonymous with elegance and style.
In 2017, the property was acquired by Bilgili Holdings, Deutsche Finance America, and SHVO, who began a once-in-a-lifetime redevelopment to restore and reintroduce this historic asset to the world.
the challenge
The redevelopment of The Raleigh was about more than restoration – it was a reawakening of a global cultural icon. The challenge was to honor its legacy while engaging new international audiences, bridging heritage hospitality, art, real estate, and tourism. By aligning diverse stakeholders and creating digital assets that reflected both history and innovation, The Raleigh was reintroduced as a renewed cultural and global brand.
THE IMPACT
The Raleigh Gardens exhibition emerged as a cultural phenomenon, attracting international press, celebrity attention, and widespread public acclaim. The campaign honored the property’s iconic past while generating excitement for its future, offering the local community free access to the gardens and artworks as a final moment of engagement before redevelopment. More than a hotel, The Raleigh was repositioned as a global cultural brand at the intersection of hospitality, art, and real estate investment.
our approach
Plus972 partnered with SHVO and the project team to lead a digital and creative campaign that celebrated The Raleigh’s legacy while shaping its future. This included developing a creative direction that honored its Art Deco heritage with a modern aesthetic, designing a digital platform for The Raleigh Gardens exhibition curated by Peter Marino and Raymond Jungles, and producing assets that unified the brand narrative. By leveraging the “Les Lalanne” exhibition, the team positioned the project as a cultural event, amplifying global visibility and engaging local audiences, international art communities, and investors alike.
THE IMPACT
The Raleigh Gardens exhibition emerged as a cultural phenomenon, attracting international press, celebrity attention, and widespread public acclaim. The campaign honored the property’s iconic past while generating excitement for its future, offering the local community free access to the gardens and artworks as a final moment of engagement before redevelopment. More than a hotel, The Raleigh was repositioned as a global cultural brand at the intersection of hospitality, art, and real estate investment.
Legacy, Culture, and Global Resonance
Our creative work reimagined the historic “Grand Dame” of South Beach Art Deco, connecting its legacy with the modern vision of its new owners. The Les Lalanne exhibition positioned The Raleigh at the intersection of art, design, and hospitality, capturing global attention from Miami to Paris and New York. Through an elegantly designed digital platform, we crafted a seamless storytelling experience that honored the past while projecting The Raleigh’s cultural and international future.
Our impact
+20
Expanded customer base across countries
+15
Featured in international press and worn by celebrities in the US, Europe & Asia
+10
Awards in branding and digital excellence
-
Palm Beach
Launch showcase & luxury brand activation
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New York City
Atelier location & strong NYFW presence
-
Global Presence
Celebrity styling at major red carpet events
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