Ace Hotel New York

Shake Things Up

A case for the hotel lobby

The Situation

Ace Hotel New York partnered with Collabarét to create artsy, fun and avant-garde experiences

in their hotel lobby space. The lobby provides a co-working space during the day turned relaxed cocktail bar at night. Ace Hotel had two goals in mind: 1. Keep hotel traffic and attract local NYC residents in to the lobby and 2. Reinvigorate Ace Hotel’s cultural identity as a discovery platform for creatives. 

Our Solution

Collabarét transformed the lobby with immersive showcase experiences over a 6-month span.

The productions ranged from intimate happy hours, aka ‘Ace Apéritif’s’, to full blown parties, such as the ‘Face of Ace’ and ‘Malibu Monster Mash.’ The creative programming was curated to highlight the theme and venue architecture. Talents provided were musicians, live painters, belly dancers, contemporary dance collectives, installation designers, tattoo artists and more. 

From strategic and creative development, to marketing, execution and event amplification, Collabarét provided Ace Hotel New York with a robust offering of events and memorable entertainment factors which in turn converted periodic customers to come-back patrons. 

Brand Activation
  • Coordination
  • Strategy
  • Execution
  • Social media mgmt
  • Content creation
  • Entertainment




Average attendees


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