Nick Papa

Projects / Refinery Hotel

Before it was Refinery Hotel, it was the Colony Arcade—a hat factory in NYC's Garment District. A century ago, Winifred T. McDonald became the first tenant. She opened a tea parlor in the expansive ground floor space.

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Website

Every detail of the hotel draws inspiration from Garment District history. So I helped produce a video starring a modern-day Winifred as the persona of the property.

One of the hotel's marketing goals was to "redefine Midtown." Through content, we established that Refinery isn't a new refuge. Rather, it always has been: Fashionable ladies were coming here 100 years ago for Winifred's tea parlor.

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Editorial

Refinery Times draws inspiration from the property's former life as a hat factory. The online magazine takes a fashion-forward approach to things to do in the city. I covered everything from Fashion Week to where New York's coolest guys get their hair cut.

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Social

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Cozy & Cultured. #refinerytimes #RHinbedwith

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Saturday mood.

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Morning already? #refinerytimes #RHinbedwith

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Six months after launching the new site, we looked at the results of the copy, photography, and video. There was a 4% increase in average session duration, a 48% increase in conversion rate, and a 179% increase in revenue.

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