Native New Yorker Identity Designers Showcase Stylish Comforts of Home in Andaz 5th Avenue Business Meeting Rooms

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Brand identity designers Regina Rubino and Robert Louey have blended grand style with familiarity for Apt. 2e, the innovative business meeting rooms in Andaz 5th Avenue. The unique rooms are available for globetrotting titans and New Yorkers alike.

“The idea is that every invitation to an Apt. 2e gathering should be synonymous with opening the door to something truly extraordinary,” says Louey.

The Andaz 5th Avenue creative team wants global social, creative and business leaders to feel right at home when they come to the famed city for meetings, social events and strategic sessions. To help fulfill that goal, native New Yorker brand identity designers Robert Louey and Regina Rubino have blended classic New York style with familiarity to position Apt. 2e as a truly innovative gathering place for globetrotting titans and New Yorkers alike.

The fine touches created by Robert Louey and Regina Rubino were inspired by the neighborhood, the golden age of publishing and correspondence, and Manhattan’s social society. An invitation to Apt. 2e opens the door to a new meeting and event concept — an evening at a private residence, a business gathering in your grand study, a party, wedding or gala at your own exclusive address.

Louey and Rubino have built their reputation by blending emotion with intellect in stunning imagery and evocative language. The elegant Apt. 2e identity package includes literate phrases, such as “A celebration and ode to the timelessness of Manhattan socials” and “The anticipation of an invitation to inspiration, celebration, and the joy of the occasion at a most exceptional address” and “The quintessential gathering place for those who embrace the passion for life.”

Overall, the Louey-Rubino creations for Apt. 2e are a comely mix of passion, fashion and celebration, all of which are visually enticing and tactile. Handcrafted stationery personalized with calligraphy — letter pressed and exquisitely finished with engravings and handwritten messages — that harkens to the classic age of correspondence.    

“The idea is that every invitation to an Apt. 2e gathering should be synonymous with opening the door to something truly extraordinary,” says Louey. “The message is subdued but singular: Meet here for your most important events, whether for business or play.”

Now open for business, Apt. 2e exemplifies the true spirit of the broader Andaz concept: A friendly, uncomplicated ambience and service style that invites guests to relish the comforts of home.

The team is also responsible for brand identity designs for the other Andaz incarnations, such as Andaz Wall Street, which opened last year, Andaz West Hollywood and Andaz San Diego, as well as the launching of the Andaz logo and image design. Each destination is branded by drawing on distinct elements of the locale.

“Each destination is inspired by its surroundings. Andaz 5th Avenue is unique because it captures the spirit, history and style of the mid-town neighborhood, which is much different than Andaz Wall Street which is in the financial district of New York City. By focusing on the immediate environs, we are inspired in unusual ways. For instance, students from the nearby High School of Art and Design, with our guidance, helped brand this location by creating original art work in the halls,” says Rubino who attended HSAD with Louey and Tony Chi who designed the hotel’s interiors.

Robert Louey and Regina Rubino founded Louey/Rubino Design Group over 25 years ago. Robert Louey Design/Pagenova grew out of Louey/Rubino Design Group. Regina Rubino is also the founder of IMAGE: Global Vision which collaborates with Robert Louey Design/Pagenova. Karen Dacus joined the team 15 years ago and works closely on branding strategy.

Through the years, Louey and Rubino have won over 300 international communication arts awards while offering Fortune 500 companies and other major entities assistance in creating identity systems that solve complex communications challenges. This often involves branding not just a corporate image or product, but entire environments. Their client list includes The Beverly Hills Hotel, Kaufman and Broad, Hyatt Hotels Corporation, New World Hotels, Beijing Yintai Property Company Ltd., Mori Building Co. Ltd. and Aflac.

About Robert Louey/ Regina Rubino:
Information Contact:
Phone (310) 998-8898
Fax (310) 396-1686
E-mail: regina(at)loueyrubino(dot)com

For more information about Robert Louey / Regina Rubino, visit or or Or write to 2525 Main St., Santa Monica, CA, 90405.


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