Once a stomping ground for the likes of Al Capone, JFK, and Richard Nixon, the Blackstone Hotel’s vibrant history got lost in the modern shuffle. At the heart of the Magnificent Mile, the space was perfectly located for a cultural resurgence. With rich museums, art schools, and iconic installations nearby, it was only natural to position the hotel as a curator — collaborating with contemporary Chicago artists to infuse the hotel with artful moments. From collectible keycards to turn-down stories and customized business cards, we updated the brand to reignite the hotel’s position as a gathering space and turn the Magnificent Mile into a cultural one.