The Wilson

We were hired to create an original concept for the re-development of a space within an existing hotel located in the NoMad neighborhood of NYC. AllDay created this original concept...

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This Concept is a fusion between the aesthetics of edgy and fantastical. The Bulldog is a ‘mascot’ of the brand and Will be a recurring figure around the globe at future locations. This concept will allow ‘Wilson’ to take center stage and create a strong brand identity. This concept is designed to be fun and playful, centered around socialization. This is a destination concept that is designed to create buzz and draw in the targeted market from around NYC.


We were hired to create an original concept for the re-development of a space within an existing hotel located in the NoMad neighborhood of NYC. AllDay created this original concept in-house and developed the brand. We created both the brand story and brand identity for the concept. We designed this concept to scale and set up the foundation for national growth. We developed an aesthetic plan and design direction. We created directional menus for multiple day parts. We designed the branding and logo as well as the mocking up of branded collateral.

The Wilson is a whimsical American concept with a global perspective. The brand is a fusion between the aesthetics of edgy and fantastical. The name The Wilson, refers to the mascot of the hotel brand and will be a recurring figure around the globe at future locations.

This concept will allow ‘Wilson’ to take center stage and create a strong brand identity. This concept is designed to be fun and playful, centered around socialization. The food and beverage program here is playful and designed to evoke a sense of nostalgia in all ages of customers. This is a destination concept that is designed to create buzz and draw in the targeted market from around NYC.


Take the Next Step

Did you know that on average it takes over 80 different vendors to open a restaurant? Let us help you make the right choices the first time. Call us now for a free consultation.

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Take the Next Step

Did you know that on average it takes over 80 different vendors to open a restaurant? Let us help you make the right choices the first time. Call us now for a free consultation.

Contact Us Today

or call 212.346.0606