SIXTY Hotels Rebrands the Thompson LES on Allen Street

Posted on: April 23rd, 2014 at 6:08 am by

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Thompson LES is now “Sixty LES”

The Thompson LES completely changed its image within the last few months. As we reported, Jason Pomeranc sold his longtime brand but kept ownership over a few hotels, including 190 Allen Street. It’s now part of the SIXTY Hotels umbrella. And with the “SIXTY LES” rebrand, a new target demographic.

For this five-year-old lodge, Pomeranc decided to ditch the suit-and-tie aesthetic in favor of the younger, haute-hipster set. If you check the newly-minted website, the company now uses water color imagery to promote the “artful spirit” of its rooms. Note the fashionista iZombie at bottom right. That about sums it up.

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This watercolor doesn’t include the Orchard Hell Building

Oh, and the facade now boasts the branded garnishments.

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