An Original Name & Brand Concept for Detroit's Latest Hotel
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 hotel brand concept with poise and personality—a Siren figure — elegantly anchoring the bustling, diverse, cultural metropolis for visitors and locals alike. A feminine tone to soften the city’s mechanical edge, The Siren’s call strikes a delicate balance between wit for the young at heart and 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 city. Come for Detroit, stay for the Siren.