Hotel Figueroa

Unearthing the soul of a Los Angeles icon

Founded over a century ago as the nation’s first luxury hotel designed for businesswomen (husbands were consigned to their own floor)… converted to a motor inn in the 50’s… revamped again in the 70’s as a bohemian, Morrocan-themed pleasure palace (complete with live camels)… revived in the 80’s and 90’s as an artist’s den (Prince filmed a video there), The Figueroa had since fallen into disrepair and slipped off the cultural radar. However, the bones of a great hospitality experience were still there: iconic architecture, a lush courtyard pool, multiple F&B venues, and an ideal location in the heart of downtown LA.

Instead of wiping the slate clean, we chose to infuse the hotel’s colorful history, quirky features and beloved place in DTLA culture into the new brand. We dug through historic logos. We unearthed vintage photos and advertisements. We developed spot illustrations of the building’s unique visual profile and most iconic details. The result was a new narrative, identity and materials that honored the past while generating newfound relevance for today’s audiences.

Downtown Los Angeles' Hotel Figueroa—a new member of The Leading Hotels of the World—is having its very own renaissance.

Dwell

Photo: Hotel Figueroa

Exterior of Hotel Figueroa, the historic boutique hotel in Downtown Los Angeles (DTLA), originally opened in 1926. Love & War led the brand strategy and visual identity for Hotel Figueroa, including brand positioning, identity design and guest materials. The hospitality branding draws on the hotel’s distinctive architecture, nearly century-long history and role in Los Angeles culture, creating a contemporary hotel brand that connects Hotel Figueroa’s historic character with its modern DTLA experience.
otel Figueroa exterior signage featuring the hotel’s custom logo and visual identity in Downtown Los Angeles (DTLA). Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, creating a distinctive hospitality brand inspired by the historic Los Angeles hotel’s architecture, cultural legacy and nearly century-long history.
Logos through the years
Custom Hotel Figueroa books featuring illustrations, typography and colors from the visual identity created for the historic boutique hotel in Downtown Los Angeles. Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, extending the hospitality brand across custom print collateral, storytelling, signage and guest touchpoints inspired by the hotel’s architecture and Los Angeles history.
Custom Hotel Figueroa guest collateral featuring the visual identity created for the historic boutique hotel in Downtown Los Angeles (DTLA). Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, translating the property’s architecture, history and Los Angeles cultural heritage into a distinctive hospitality brand across printed materials, signage and the guest experience.
Historic Hotel Figueroa signage in Downtown Los Angeles, one of the archival design elements that inspired the hotel’s renewed visual identity. Love & War developed the brand strategy and visual identity for Hotel Figueroa, drawing from original signage, historic logos, typography, architecture and archival materials to create a contemporary hospitality brand rooted in the Los Angeles hotel’s distinctive history.
Custom Hotel Figueroa guest book featuring a hand-drawn illustration of the historic Downtown Los Angeles hotel, marbled endpapers and details from its renewed visual identity. Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, extending the brand across custom print collateral, illustrations and in-room touchpoints inspired by the hotel’s architecture, archives and Los Angeles history.
Custom stationery designed for Hotel Figueroa, the historic boutique hotel in Downtown Los Angeles (DTLA), featuring archival Hotel Figueroa logos, typography, illustrations and graphic patterns. Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, drawing from the property’s original branding, architecture and nearly century-long history to create a contemporary hospitality identity deeply connected to Los Angeles culture.
Custom Hotel Figueroa guest slippers featuring a line drawn from an original advertisement for the historic Downtown Los Angeles hotel. Love & War developed the brand strategy, visual identity and guest experience materials for Hotel Figueroa, using archival advertising, historic graphics and original hotel ephemera to create contemporary branded amenities that connect the guest experience to the property’s nearly century-long Los Angeles history.
The iconic coffin-shaped pool at Hotel Figueroa, the historic boutique hotel in Downtown Los Angeles (DTLA), featuring a custom inflatable inspired by the pool’s distinctive form. Love & War developed the brand strategy, visual identity and guest materials for Hotel Figueroa, using the unusual coffin shape as a recurring inspiration within the hotel’s brand identity and extending it into playful guest experiences and branded touchpoints.