In 1927, construction on Columbus’s most prominent landmark was completed as LeVeque Tower rose high above the city. Stately and magnificent, the then-tallest building in between New York and Chicago proclaimed to the world that the city of Columbus was modern, growing and full of civic pride.
Nearly a century later, The Gettys Group Companies partnered with First Hospitality Group to elevate this historic star of the Columbus skyline as a new beacon of hospitality.
To develop a compelling brand story, the richly detailed architecture of the building provided ample inspiration. Adorned with astrological motifs in its Art Deco murals and terra cotta panels, LeVeque Tower’s rich history led our branding team to identify the tower as the star in the Columbus skyline, a literal “beacon of hospitality.” The shining star atop the logo beckons east and west, welcoming visitors to both Columbus and the state of Ohio by referring to the star motifs in the flag of each.
Unexpected and captivating contrasts are central to the brand identity: the day and the night, the historic and the contemporary, the luminous and the richly dark, the bold and the intimate — reaching for the stars while keeping your feet firmly planted on the ground. This idea manifests in sweet and savory bites delivered during turndown service, day-to-night transformations in uniforms and fixtures that don’t just emit light, but also cast beautiful shadows.
The celestial story continues through the interior design, leading the guest on a journey from the dazzling entrance to a serene room or suite. Stepping out of a low passage into the spacious lobby atrium, the guest is greeted by the revelation of a 20-foot-tall chandelier — an abstracted constellation that evokes the Art Deco history of the building but with a contemporary sensibility. The carpet and wall coverings also harken back to that era through patterns with the same precise and balanced geometry as the tower itself.
The guest room is a retreat from the energy of the public space. With tone-on-tone textures and a combination of modern and traditional pieces, the residential quality of the space ensures a stay that’s soothing and elegant without being stuffy. Artwork depicts the constellation Pisces in homage to the astrological sign of one of the structure’s architects.
Even after setting guest expectations sky high with such a lofty promise, Hotel LeVeque has still continually gone above and beyond. After opening, it quickly rose to the top 10% in guest satisfaction within Marriott’s Autograph Collection, and occupancy rates have steadily exceeded projections.
Behind the Interiors & Branding of Hotel LeVeque, Hospitality Interiors – 9 January 2018
Star Spec, Boutique Design – 19 May 2017
Hotel LeVeque is Restored to Its Former Glory, Hotel Business Design – 10 May 2017