Luxury + Hospitality
Resort/Brand Concept + Brand Identity
Resort concept to restore the true meaning of luxury
ASK
Restore the true meaning of luxury with a resort concept designed for travelers who have done it all and seek their next bespoke experience.
CHALLENGE
Develop a luxury resort that stands out in a category diluted by mass tourism and formulaic high-end experiences.
SOLUTION
Create bespoke luxury hotels that offer true exclusivity through rare, tailored experiences rooted in the destination’s culture and landscape.
The Problem
Luxury travel has become diluted
Once-niche destinations have been flooded by mainstream luxury brands, leading to crowds, long waitlists, and formulaic experiences.
The “Instagram effect” has eroded exclusivity. Places that were once hidden gems are now mass-visited, making them feel less special.
High-end resorts now cater to prestige-seeking mass consumers rather than discerning luxury travelers who want something truly rare.
The luxury hotel market is saturated with formulaic experiences
The luxury hotel market is saturated, with brands like Aman, Four Seasons, and Ritz-Carlton dominating.
Many luxury resorts offer the same formula: fine dining, high-end spas, and premium service but none offer a true feeling of rarity or exclusivity.
Consumers have lost trust in “luxury.” It has become accessible to anyone who can pay, rather than something truly curated and personal.
“Tarte’s Dubai backlash: Are influencer trips ‘tone deaf’ in 2023?”, Vogue
Jaquemus Brand Take-over at Saint Tropez Beach Club
Revolve Brand Trip, Surf Lodge, Montauk
The Luxury Traveler
High-net-worth travelers don’t just want high-end accommodations, they want ultra-exclusive, curated one-of-a-kind experiences.
68%
are willing to pay a premium to skip lines, avoid crowds, and take private tours but options are limited (Travel Age West, 2024).
66%
of luxury travelers prioritize personalized, bespoke experiences tailored to their interests (Travel Age West, 2024).
75%
of luxury travelers would pay more to support local culture rather than big tourism chains (Deloitte, 2024).
Opportunity
Demand exceeds supply — and luxury ski resorts are tired.
Luxury ski resorts are a prime location where travelers are facing diluted experiences.
Luxury ski resorts try to appeal to everyone, but in doing so, they lose meaning. Travelers seeking a unique Rocky Mountain adventure instead find long lines and cookie-cutter experiences.
“At the Little Nell in Aspen, Skiing is Almost Besides the Point”, Michelen Guide
60.4
44%
2%
of the global supply of luxury leisure lodging are mountain & ski resorts.
million skiers hit the slopes during the 2023-2024 season (NSAA, 2024).
of all skiers in the US visited the Rocky Mountain region (NSAA 2024.)
VS.
26%
luxury travelers were planning a skiing or mountain trip in 2024 (Mckinsey, 2024).
Solution
Bespoke luxury hotels that offer true exclusivity through rare, tailored experiences rooted in the destination’s culture and landscape.
Unum is designed for travelers who have done it all—those seeking their next rare, tailored experience that goes beyond predictable luxury.
/ˈu.num/, [ˈuːnum] latin: one, singular, alone
Location
Silverton, CO
“In the rugged, unpretentious town of Silverton, nestled among the awe-inspiring San Juans at an altitude of 9,318 feet, there exists a sanctuary for the purists of skiing, a haven untouched by the glittering allure of commercialism. This is not a place for the faint-hearted seeking a leisurely vacation; it is a place where the mountains, with their raw, untainted beauty, call out to those who seek to earn their turns, challenging them with terrain that is unapologetically expert-only. It’s skiing at its purest: humbling, awe inspiring, and peaceful.”
Welcome to Unum Silverton
What the Luxury Traveler Expects
How Unum Meets the Expectations of Luxury Travelers
Secluded Personal Accommodations
Infinity Pool w/ Stunning Views
Impressive Terrain
Spa and wellness services
Luxe Room Interiors
Entertainment Options: Wine Cellar
Gourment On-Site Dining
Ski Shops Featuring Top Rated Gear
World Class Fitness Center + Heated Pool
Ski-In, Ski-Out Access from Suite
Private Guided Tours and Outdoor Activities
How Unum Exceeds the Tablestakes
By offering rare, high-status experiences in an untouched destination that blends seclusion, adventure, and deep cultural immersion, Unum restores the true meaning of exclusivity while answering the growing demand.
Destination: Exclusivity by Location
A Hidden Gem for Elite Skiers
Silverton is a well-kept secret among the most experienced skiers. This backcountry haven offers unparalleled terrain that only the most seasoned luxury travelers and expert skiers know to seek out.
Exclusive by Nature
Unlike crowded high-end resorts, Silverton’s remote, rugged terrain makes exclusivity part of the experience—no luxury hotels, no touristy après-ski, and limited access.
Unique Activities: Elevating Adventure to an Art Form
Heli-Skiing & Drone-Guided Exploration
Heli-skiing is the pinnacle of high-net-worth adventure, and not yet overdone. Not everyone can heli-ski—you must have experience, wealth, and access. Unum ensures safety and ease through an exclusive in-app concierge that tailors excursions to the individual.
Bespoke Outdoor Experiences
Designed for those who have outgrown standard luxury. Whether it’s off-the-grid hiking trails, guided ice-climbing, or deep backcountry exploration, every itinerary is uniquely crafted.
Culture & Community: Authenticity as Social Currency
A Rich, Untold History
Silverton’s deep-rooted heritage makes it an intellectually and socially rewarding experience, perfect for Cultural Connoisseurs who seek destinations with depth.
Exclusivity Through Preservation
Small room numbers maintain intimacy and privacy while ensuring that the local community benefits rather than suffers from tourism.
Bespoke Social Prestige
Guests leave with a story to tell, an experience that very few have access to.
Why This Works
Solving for diluted luxury in additional locations
Finding locations like:
Montauk, NY
Sailing
Our resort concept has the potential to succeed in alternative destinations by uncovering hidden gems just beyond today’s overcrowded tourist spots—locations that capture the original charm, exclusivity, and unique activities that first drew people to the area.
Napa Valley, CA
Wine
Malibu, CA
Surfing
TEAM
Grace Garvey (Creative Brand Manager)
Grace Hyde (Creative Brand Manager)
Ellie Wilson (Creative Brand Manager)
Caleb Mayer (Creative Brand Manager)
Rynan Garner (Creative Brand Manager)
MY ROLE
Market & Category Research
Consumer Research
Logo Design + Brand Identity
Victimized Skier to Mass Tourism