1 Hotels
Set to inspire mindfulness and presence through nature-driven storytelling, the launch of 1 Hotel Seattle was envisioned as an invitation. Our initial focus was to reflect Seattle landscapes, highlight thoughtful details, and celebrate the artisans and creators behind the hotel’s design.
What began as a local campaign -- grounded in biophilic design sensibility and strengthened through partnerships with neighborhood creators like Glasswing and Cuniform -- evolved into a global creative direction.
From the Pacific Northwest to Los Angeles, Brooklyn, Melbourne, Miami, Copenhagen, Tokyo and beyond, the world of 1 Hotels now speaks a common visual language: still, not static; aspirational, not promotional; lived-in, not over-styled.
Client:
1 Hotels
Type:
Social Strategy
Creative Direction
Video Production
Graphic Design
Live Event Coverage
Photography
Influencer Marketing
Social Media Management
Paid Social
Credits:
Daniel Caballero, Isabella Gaule, Emily Markus, Shena Bannick, Mike Folden, Zander Kroon, Kelly Robbins, Kelsey Bumsteed, Mandy Kehoe, Miles Fortune, Andrew Imanaka, Zach Huntting, Osborne Northwest, Shadow.
About
Every universe has its own codes: textures, rituals, and signals that hold it together.
When 1 Hotels opened in Seattle, our work was to translate their universe of quiet luxury into a social presence that felt lived-in, cinematic, and resonant with the Pacific Northwest.
Quiet luxury is a difficult code to translate. It isn’t loud or declarative. It’s found in textures, in how light falls across linen, in the silence between gestures. Our challenge was to let those signals breathe on a platform that rewards speed, volume, and immediacy.
One simple truth guided our mission: Instagram favors what feels real, unpolished, intimate, and lived-in.
We treated the brand as a universe: its own gravity, its own rituals, its own language. Every image, every caption, every vignette had to feel as if it belonged to that world: thoroughly lived-in, cinematic, and elemental.
The result was not just content for content's sake, but resonance. Audiences responded in kind, and the Seattle property, along with La Loba, the on-site restaurant CROWN launched in tandem, became the fastest-growing 1 Hotels accounts in the company’s history in both overall engagements and followers.
Most importantly, it felt as though the brand was at home here in the PNW right from the start.
We treated the brand as a universe: its own gravity, its own rituals, its own language. Every image, every caption, every vignette had to feel as if it belonged to that world: thoroughly lived-in, cinematic, and elemental.
The result was not just content for content's sake, but resonance. Audiences responded in kind, and the Seattle property, along with La Loba, the on-site restaurant CROWN launched in tandem, became the fastest-growing 1 Hotels accounts in the company’s history in both overall engagements and followers.
Most importantly, it felt as though the brand was at home here in the PNW right from the start.
When 1 Hotels entered the Pacific Northwest, they weren’t simply opening another property. They were stepping into a region defined by nature, design, and environmental responsibility. Seattle offered a rare opportunity for a global hospitality brand to root itself in a place where sustainability is a shared value.
CROWN was invited to help introduce the new 1 Hotel Seattle and shape how the brand would live online. Our role was to build early buzz, establish the hotel’s social presence, and craft a digital identity that matched the warmth and intention of the space.
A Brand Built With Purpose
1 Hotels is known for redefining luxury through sustainability. Their properties in New York, Miami, Los Angeles, and beyond are built on a simple idea: nature should lead. Seattle marks their first expansion into the Pacific Northwest, a region whose culture mirrors the brand’s commitment to environmental stewardship.
The hotel features nature-led design, local sourcing, and a focus on wellness. CROWN’s work centered on helping 1 Hotel Seattle enter this landscape with humility, clarity, and a sense of belonging.
Our Approach
We approached the launch as a narrative rather than a campaign. Inspired by how iconic Seattle properties like the W, Monaco, Inn at the Market, and Kimpton built early momentum, we focused on community, local credibility, and an organic buzz arc that began long before the opening.
Our work included:
• Establishing the hotel’s social presence from the ground up
• Producing a library of evergreen and campaign-ready content
• Influencer partnerships rooted in sustainability and design
• Community storytelling centered on local makers, food, and culture
• A digital strategy that carried the hotel from pre-opening into launch and beyond... and the agency from local scope to international brand trend-setting
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