Maison

In recent years, membership clubs and coworking spaces have proliferated, catering to a wide range of cultural and demographic groups. Yet one significant market remained underserved: overextended executive-class women seeking a true sanctuary—a space to recharge and focus—rather than yet another networking or socializing opportunity.

Love & War partnered with ownership to create the brand strategy, naming, identity, materials, and experience for Maison, an Upper East Side private members club designed exclusively for this demographic. Eschewing the “startup” energy of WeWork and the millennial politics of The Wing, we crafted a brand experience centered entirely on the personal needs of its members – a beautifully designed, pressure-free environment where women can work, relax, learn, and connect free from distraction.

Photography by Nicole Franzen courtesy of Maison