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

Love & War partnered with Gurney's Montauk to develop the resort's brand strategy, visual identity, guest experience, signage, and venue branding, helping reposition one of the Hamptons' most iconic beachfront destinations.
Oceanfront cottages at Gurney's Montauk Resort at sunrise. Love & War led the brand strategy, visual identity, and guest experience redesign for the iconic Hamptons resort.
A signature welcome ritual at Gurney's Montauk, where guests are greeted with a ceremonial shot of the resort's renowned seawater upon arrival. As part of Love & War's comprehensive rebrand, we reimagined every aspect of the guest experience—from brand strategy and visual identity to hospitality rituals, signage, restaurant concepts, and communications—creating memorable moments that reinforced Gurney's unique sense of place.
An oceanfront king guest room at Gurney's Montauk featuring a private balcony, coastal-inspired interiors, natural materials, and uninterrupted Atlantic Ocean views.
Custom guest key card holder for Gurney's Montauk Resort, designed as part of Love & War's comprehensive hospitality rebrand. The branded arrival materials extended the resort's visual identity into the guest check-in experience, complementing a broader transformation that included brand strategy, signage, guest amenities, spa branding, restaurant concepts, and environmental design.
The Beach Club at Gurney's Montauk Resort, part of a comprehensive rebrand by Love & War. Working with new ownership, Love & War developed the brand strategy, visual identity, guest experience, restaurant concepts, naming, signage, and advertising that repositioned Gurney's as one of the Hamptons' premier beachfront resorts and lifestyle destinations.
Hospitality uniforms designed for the Beach Club at Gurney's Montauk. As part of a complete resort rebrand, Love & War developed the uniform direction alongside the visual identity and guest experience, ensuring every interaction reflected the relaxed sophistication and coastal character of Montauk.
Entrance to Seawater Spa at Gurney's Montauk Resort, part of a complete brand transformation by Love & War. The project included brand strategy, visual identity, experience design, environmental graphics, signage, and destination branding, creating a cohesive guest experience across the Hamptons' iconic beachfront resort.
Guests walking through the dunes at Gurney's Montauk Resort wearing branded apparel developed as part of Love & War's comprehensive rebrand. The identity extended beyond the logo to every guest touchpoint—from uniforms, merchandise, and signage to the resort experience—creating a cohesive lifestyle brand rooted in Montauk's relaxed coastal culture.
Gurney's Montauk spa and wellness product collection, designed as part of Love & War's comprehensive rebrand of the iconic Hamptons resort. The work included brand strategy, visual identity, packaging design, guest amenities, and experience branding, extending the Gurney's identity from the resort to every guest touchpoint.
Oceanfront seawater therapy at Gurney's Montauk's renowned Seawater Spa. Love & War reimagined the resort through a complete brand transformation, developing the strategy, identity, guest experience, spa branding, and communications that established Gurney's as one of the Hamptons' premier wellness destinations.
Gurney's Montauk flag flying above the iconic beachfront resort. Love & War led the brand strategy, visual identity, and hospitality experience redesign for Gurney's Montauk.