Gurney's Montauk

A Hamptons icon, reborn

Love & War worked with a new ownership group to transform this historic — but faded — beachside resort into one of the most in-demand lifestyle destinations in The Hamptons and Montauk. In addition to the redesign of the Gurney’s brand and guest experience, we also developed concepts, naming, and brands for its four on-site restaurants as well as its four seasons spa.

A key point of inspiration for the brand was the innate character of Montauk itself, known for its easy, unpretentious charm. Rather than try to “out-luxury” the competition, we positioned Gurney's as the quintessential Montauk destination, with an understated sophistication that differentiated from both its rowdier and its more pretentious competitors.

“Gurney’s is the epitome of summer vacationing"

Condé Nast Traveler


Photography: Filip Wolak & Gurney's

Gurney’s Montauk resort branding, part of the Hamptons hospitality rebrand by Love & War.
Oceanfront cottages at Gurney’s Montauk, the iconic Hamptons resort rebranded by Love & War.
Gurney’s Montauk seawater welcome ritual, part of the resort guest experience developed by Love & War.
Gurney’s Montauk guest key card holder, part of the resort brand and experience design by Love & War.
The Beach Club at Gurney’s Montauk, part of the Hamptons resort rebrand and experience by Love & War.
Beach Club uniforms at Gurney’s Montauk, part of the hospitality brand experience by Love & War.
Seawater Spa at Gurney’s Montauk, part of the resort brand and guest experience developed by Love & War.
Guests at Gurney’s Montauk wearing branded apparel created as part of the resort rebrand by Love & War.
Gurney’s Montauk spa products featuring packaging and brand design developed by Love & War.
Seawater therapy at Gurney’s Montauk Spa, part of the Hamptons resort experience rebranded by Love & War.
Gurney’s Montauk flag featuring the visual identity developed by Love & War for the Hamptons resort.