Starlight Room Rebrand Reveals Secret History, Provocative Future
San Francisco’s legendary Starlight Room has played host to The City’s glitterati since 1928, serving late night drinks and debauchery in a plush setting with majestic views under the giant star atop The Kimpton Sir Francis Drake Hotel.
To usher in the next generation of revelers, the venue stripped back the veneer, with a remodel and rebrand that reveals a harder-edged, conspiratorial side, with inspiration from the time of Queen Elizabeth, when masks (literal and figurative) abounded, dalliances (including Elizabeth’s own) flourished, and little was as it outwardly seemed.
Building off a new brand platform, naming explored myriad alternatives, but landed on a simple signal shift: now, it’s Lizzie’s Starlight. A shimmering, prismatic identity extends to signage and schwag, infiltrating the space like a royal conspiracy, from the landmark arched sign out front to small icons throughout. Brand-led wardrobe and pervasive experience design collude to shape the scene.