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.