Visual content proposal - Ace Hotel New York
The lobby that built
a neighborhood.
It deserves better, bolder photographs.
Intentional and aspirational photography and short-form video built to drive direct bookings, not just fill the Instagram feed.
The opportunity
Where Ace Hotel New York stands
The lobby that defined
NoMad before NoMad
was a destination.
Ace Hotel New York's lobby is one of the most photographed hotel spaces in the city but almost none of those photos are being used by the hotel itself. The community coffee shop, the communal tables, the local art, the 12-story historic bones. This property has more visual material than almost any boutique hotel in Manhattan and the social feed doesn't reflect it.
What the work is actually for
Photography that
earns its place in a
crowded Instagram feed.
Ace's guest isn't booking on price. They're booking on identity. The sense that staying here says something about them. The photography needs to earn that trust. Documentary-style, intentional, built around the energy of the space rather than staged lifestyle shots that could be any hotel anywhere.
Content concepts for Ace Hotel New York
The lobby at its best
The Ace lobby in the morning, coffee, laptops, people moving through, is one of the most authentically New York scenes in any hotel in the city. Shot properly, with the right light and the right moment, it's the image that converts someone who's on the fence.
The rooms, up close
The Ace guest wants a room that feels like it belongs to someone with taste. The rooms here have that. Exposed brick, custom furniture, the specific warmth of an older building done right. The photography should treat each room like an editorial subject.
NoMad at the door
The Ace is inseparable from the neighborhood it helped define. Short-form content that moves from the hotel out into NoMad, the streets, the light, the people, tells a story no other hotel in the area can tell with the same credibility.
Engagement options
First shoot
One-time - no commitment
One direct booking from a well-placed photo covers this.
Monthly Content System
Per month
Ongoing Content System for Ace Hotel to keep converting.
Content System looks like
for Ace Hotel New York.
The Ace lobby is one of the most distinctive spaces in Manhattan. The photography should be just as distinctive. Let's walk through what that looks like specifically for this property.
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