Blackstone Chicago Hotel

Hotel Website Redesign

Our Role: Creative Direction, Creative Strategy, UX/UI Design

Project details

The Blackstone Hotel, an iconic luxury establishment on Chicago's famed Michigan Avenue, approached us to enhance its digital presence. With a storied history as the "Hotel of Presidents" and modern amenities that appeal to discerning travelers, the goal was to create a digital experience reflecting the hotel's unique blend of historic charm and contemporary sophistication.

Our role included strategy, UX/UI design, and a focus on creative storytelling to better serve The Blackstone's primary audience: luxury leisure travelers, history enthusiasts, business guests, and event planners. By combining immersive visuals, engaging narratives, and thoughtful design elements, we crafted a digital experience that feels as unique and memorable as the hotel itself.

Target audience

The Blackstone Hotel attracts a diverse group of travelers seeking elevated experiences:

Luxury Leisure Travelers: Guests looking for elegant accommodations, modern amenities, and premium dining experiences.

History Enthusiasts: Visitors captivated by the hotel's century-long legacy and iconic contributions to political and cultural history.

Business Travelers: Professionals seeking seamless workspaces, high-speed Wi-Fi, and a central downtown location.

Art & Culture Aficionados: Those drawn to the local art displayed throughout the hotel and its proximity to cultural landmarks.

Couples & Event Planners: Individuals planning weddings, corporate events, and celebrations in the hotel's sophisticated event spaces.

Challenges and design approach

The Blackstone’s site needed to bridge its storied past and modern appeal. We focused on telling its story without letting history overshadow its relevance today. Striking visuals highlighted spaces like the Crystal Ballroom and Al Capone’s Barbershop, while clean layouts made its contemporary amenities—Lake Michigan views, sleek accommodations, and renowned dining—equally prominent.

The user experience was built for clarity and speed. Navigation was intuitive, allowing history lovers, luxury guests, and event planners to find what they needed effortlessly. Event venues, whether for weddings or corporate gatherings, were showcased with rich imagery and actionable details to simplify planning. Knowing most visitors would browse on mobile, we designed for responsiveness first: fast-loading, visually appealing, and seamless across devices.

Results and key takeaways

The redesigned site elevated The Blackstone’s place as a premier Chicago destination. Engagement improved across the board—event pages saw more traffic, inquiries were easier to make, and bookings grew. By honoring its history while making the experience seamless and contemporary, we positioned The Blackstone as a place where the past and present connect effortlessly.

More than just numbers, the redesign brought the hotel’s story into focus. It’s what happens when a digital experience feels as refined and memorable as the real thing.