Union Station Nashville
Re-Branding Of Historic Hotel
Originally built in the year 1900, Union Station served the city of Nashville as a major local train station and epicenter for travel. The imposing Gothic design—complete with turrets and towers—made Union Station an architectural marvel in its day, delighting travelers with its beautiful detailing, including ornate wood carvings, sparkling stained glass, beautiful Italian marble, and soaring ceilings.
As the years passed and times changed, the once heavily trafficked station had begun to fall into obsolescence. After nearly 100 years, a National Historic Landmark designation, and a $15.5 million renovation, Union Station was breathing a new life as Nashville’s newest luxury hotel.
No longer just for passing through, Union Station had become a destination, finished with modern touches that invoke the spirit of a new and nostalgic Nashville. Today, our hotel in the heart of the city offers 125 uniquely decorated guest rooms and suites, an on-site bar and restaurant, beautifully appointed event spaces, and more.
In 2015, new competition from new, international hotel brands began to encroach on the Union Station market and Panzano+Partners was brought into the rebrand the hotel.
We took the strengths of the historic property and the unique nature of the project, and created a position that only they could own. The Marriott or the W Hotel might be very nice and clearly modern, but no one could replicate the elegant southern hospitality of Union Station, so we set about capturing that.
The building was clearly the main focus, but the stories that are created within those walls transcend time.