The Verb Hotel
Check-in, tune-out
In the heart of Boston's buzzing Fenway neighborhood, was an unloved motel dating back to 1959. This modernist shell has seen it all, from the legendary gigs to the infamous after-parties that followed. The area has hosted many iconic bands such as The Velvet Underground, Ray Charles, The Rolling Stones, Aerosmith, The Who, Bruce Springsteen, Nirvana, the list is endless. Branding, naming, interiors, signage and web were all on the list to get this show back on the road.
Designed with GBH Design
The identity breathes new life into this ageing rockstar, drawing upon the indie roots and irreverent attitude from the neighbourhood's past. The core imagery hijacks the 'V' peace sign to stand for Verb, stacked 50's gig venue lightboxes are reimagined as the hotel's signage, large-scale rock quotes, and lyrics fill the stairwells, such as 'Walk This Way' (Aerosmith), even the logo takes inspiration from the humble guitar plectrum.
This spirit flows into the rooms too with imagery of vinyl collections or guitar cases in the wardrobes, sliding bathroom doors reveal screaming fans or paparazzi and the directory takes inspiration from old lo-fi music zines and festival programs. There's also a reconditioned fifties typewriter in each room, in case guests wake in the night with inspiration for a new album.
Jason Gregory
GBH Founder
Will’s broad approach to design means that he is comfortable working across a range of media, from graphic design and typography to advertising, film and digital, always bringing his understanding of brand communication and the importance of delivering the appropriate brand tone of voice, to the proceedings.
Interiors
Other works
