The Chelsea is the first non-gaming, luxury boutique hotel to grace Atlantic City's Boardwalk since the 1960s. It was the vision of the hotel's proprietors to bring back the long-lost glamour and sophistication that once made Atlantic City the east coast's preferred seaside destination. The identity is intended to be evocative of this time in the city's history. The logotype and monogram are inspired by the larger-than-life neon signs that often adorned the clubs, restaurants and hotels in the mid-twentieth century. The Chelsea has its own neon sign that towers 30 feet above the building and can seen from the expressway.
The Chelsea Identity was included in Print's 2009 Regional Annual, How's 2009 International Design Annual, and Creative Quarterly's "New Talent 2009" issue.
Date: August 2008
Client: Cape Advisors
Creative Direction: Matteo Bologna
Design Collaborator(s): Meg Paradise
Photographs: Luca Piotelli
This project was designed while working at Mucca Design.