The Setai is a line of sophisticated “spa residences” that offer a lifestyle of exceptional luxury and well-being. These buildings integrate the kinds of services, amenities and programs found at world-class destination spas and resort hotels. Think first-class spas with steam rooms, saunas, yoga studios, therapeutic treatments and massages, personal trainers, masseurs and nutritionists, a rooftop indoor/outdoor lounge with Jacuzzis set among lush groves of tropical bamboo. The owners wanted to create a 5 or 6-star hotel experience that was unlike anything else. They succeeded – and they hired us to convey this concept through a marketing and branding campaign. We were involved with The Setai from its conception, with the first building in Miami’s South Beach and then when they came to New York with two locations, on 5th Avenue and Wall Street. We were engaged in every aspect of branding, marketing and advertising – and we went full-on high-end, as these places deserve and demand. For example, instead of a brochure, we created a hard-cover book for The Setai New York, which reimagined the metropolitan home as a luxurious sanctuary of serenity and calm, drawing upon ancient Sanskrit traditions of natural healing, to restore harmony to body and soul.