A historic architectural landmark with a lively and colourful past has been meticulously restored and reimagined as a luxury boutique hotel. The identity, which includes everything from wayfinding to in-room items, to branding different spaces, to menus—balances the hotel’s new bold, contemporary voice with witty touches of colour and language in homage to the eclectic details found in the interiors and to the building’s gritty east end roots.