The Chelsea

Glamour on the boardwalk.

The Chelsea is the first non-gaming, luxury boutique hotel on Atlantic City’s Boardwalk since the 1960s. Our comprehensive identity drew upon the heritage of America’s original seaside resort destination, recalling its mid-century heyday when the jet-set crowd brought glamour to the East Coast’s premier beach resort city. While the inspiration was historical, the implementation was completely modern, utilizing a vibrant color palette and clean, spare design that sets it firmly in the present.

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The elegant logotype and monogram were inspired by mid-20th century neon signs.

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Luxurious materials reinforce the brand’s promise of superior service and amenities.

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The Mucca Design team also named and developed the identities for the Sea Spa wellness center and two Stephen Starr restaurants: Chelsea Prime and Teplitzky’s, all located inside the hotel.

Our identity for The Chelsea honors the past while keeping it current, and sets the standard for Atlantic City resorts aiming to lure more affluent patrons and contribute to the beach city’s renaissance.