Here The Siren
The Siren— a myth and metaphor, drawing us back to the great city of Detroit. Continuing our partnership with ASH NYC, Watson sensitively and strategically conceived a name and hotel brand concept with poise and personality — a Siren figure — elegantly anchoring the bustling, diverse and cultural metropolis for visitors and locals alike. A feminine tone to soften the city’s mechanical edge, The Siren’s call strikes a delicate milliennial balance between wit for the young at heart and dark reverence. Upholding the Wurlitzer’s enduring legacy, the brand is designed to withstand the test of time. Sound, but never simple. Mysterious. Poetic. Confident. Alluring. A love letter to the once great city. Rising again. Come for Detroit, stay for the Siren.