HOTEL SARANAC
Reimagining an Iconic Adirondack Destination
Hotel Saranac, a historic landmark in the Adirondacks, began a transformative journey to reclaim its role as a beloved gathering place in Saranac Lake. Since its opening in 1927, the hotel has served as a community cornerstone. Following its acquisition, a revitalization initiative was launched to honor its heritage while adapting it for modern travelers. Our brand strategy and design work positioned Hotel Saranac as a unique blend of upscale hospitality and local charm, making it a welcome addition to the Curio Collection by Hilton.
Client: Roedel Companies
Creative Director: Javier Cortes
Copy: Monique Gramas
Design: Courtney Schwabe, Gretchen May, Chris Caldwell
Work completed at Korn Design
CHALLENGES FACED
The primary challenge was balancing the hotel’s rich history with the need for modern amenities. Generations of Saranac residents have cherished memories tied to the hotel, creating an attachment to certain historical elements that needed to be preserved. The goal was to craft a fresh visual identity that reflected its past as a social hub while transforming it into a stylish basecamp for exploring the Adirondacks, ensuring it remained welcoming to both locals and visitors.
SOLUTIONS DEVELOPED
To fully understand the desired tourist experience, we traveled by Cape Air from Boston to Saranac Lake for an immersive visit. Engaging with local officials, community members, and business owners deepened our appreciation for the hotel’s storied past. Collaborating with architects and historians, we infused the essence of Saranac Lake into the hotel’s redesign, creating a timeless logo and wordmark that honors classical Italianate styles and the region’s natural beauty. The revitalization featured locally inspired spa treatments, redefined culinary offerings, and the return of the Arcade, a vibrant shopping promenade with local markets and wellness services.
OUTCOME
As a result, Hotel Saranac emerged as a quintessential destination in the Adirondacks, inviting guests to explore its outdoor adventures and cultural experiences. This thoughtful restoration has not only reaffirmed the hotel’s status as a community cornerstone but also set a new standard for hospitality in the region, enhancing Saranac Lake’s appeal as a year-round destination.
