Boutique Design - Fall 2020 - 16

SERG IO MACLEAN AND
A U D R E Y L A U R E N T- M A C L E A N

A U D R E Y L A U R E N T- M A C L E A N

F O U N D I N G M E M B E R S A N D P R I N C I PA L S
M A C & LO

PAN E L :
B L U R R I N G T H E L I N E S : A N I N - D E P T H L O O K AT M I X E D
T Y P O L O G I E S A N D H O S P I TA L I T Y H Y B R I D S
T U E S D AY , N O V E M B E R 1 7,
4:45 - 5:45 P. M . E ST

Mac&Lo is a full-service company founded by husband-and-wife
duo Audrey Laurent and Sergio Maclean. Together, they specialize in
independently curated hospitality. Mac&Lo has developed concepts
for some of the most notable hotel brands and visionaries, including
Mercer Hotel, Ace Hotels, Ian Schrager, Bowery Hotel, Shinola, and
STK, among many others.

SERGIO MACLEAN

T H E B I R DY R O O M AT T H E S H I N O L A H O T E L , D E S I G N E D B Y G A C H O T S T U D I O S

What inspired you to create a company together?
Audrey: We worked at the Mercer together and we both had a lot of
experience in hospitality. He was in food and beverage and I was in
hotels. We had a lot of ideas to make operations better and we came
to the conclusion that we should form our own management and
development company. We both had a similar understanding of the
unifying factor-we call it "universal hospitality"-which is applicable
to all human beings everywhere, no matter who you are or where you
are in life.
What services does Mac&Lo offer?
Sergio: We do work on design but we work mostly on the branding
side. What we've been really successful at is both creating brands
from scratch, or adapting to an existing brand like we have with the
Shinola Hotel [in Detroit]. It's about understanding the vision and
mission statement, forming an aesthetic and culture around them,
and then building the operations to support that in a cohesive way.

How has the COVID-19 pandemic affected
your approach?
Audrey: We try to reinforce the human
element even more, only because people need
that much more now. So our approach has
changed in our day-to-day operations, but
we're even more mindful than we were about
how people are feeling and what that means.
Rather than offering gimmicky things, such as
treats at check-in, we train our front desk to
really hear what people are saying and what
they need.

16

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P H OTO S : N I C O L E F R A N Z E N A N D S H I N O L A

T H E L I V I N G R O O M AT S H I N O L A H O T E L

Can you talk about developing the brand story
for the Shinola Hotel?
Sergio: Shinola has a very strong culture to
its business. We talked a lot about what that
meant, and it was very similar to our culture,
service standards, and our way of approaching
guest services. There's a very human element
to Shinola as a brand, and one thing that we
always incorporate in our operations is a
human experience. Shinola is very organic-
they celebrate craft, the worker, and the
materials. How does that translate to us? Very
clearly, by celebrating the front line.



Boutique Design - Fall 2020

Table of Contents for the Digital Edition of Boutique Design - Fall 2020

Boutique Design - Fall 2020
Contents
From the Editor
Front of House
Sneak Preview: Checking in with a few panelists from this year’s BDNY Virtual Conference
Build It Up: Determined chance-takers are injecting their personal passion into their brands
Branded for Better: New York’s Brand Bureau helps companies build visual identities and spaces that refl ect their values
Products: BDNY Exhibitors
Celebrating New York: Imagination is key for the city’s hospitality industry during the pandemic
Mountain Luxury: Modern touches update a tranquil Huangshan resort
Ad Index
Checking In
Boutique Design - Fall 2020 - Intro
Boutique Design - Fall 2020 - Boutique Design - Fall 2020
Boutique Design - Fall 2020 - Cover2
Boutique Design - Fall 2020 - 1
Boutique Design - Fall 2020 - 2
Boutique Design - Fall 2020 - 3
Boutique Design - Fall 2020 - Contents
Boutique Design - Fall 2020 - 5
Boutique Design - Fall 2020 - From the Editor
Boutique Design - Fall 2020 - 7
Boutique Design - Fall 2020 - Front of House
Boutique Design - Fall 2020 - 9
Boutique Design - Fall 2020 - 10
Boutique Design - Fall 2020 - 11
Boutique Design - Fall 2020 - 12
Boutique Design - Fall 2020 - 13
Boutique Design - Fall 2020 - Sneak Preview: Checking in with a few panelists from this year’s BDNY Virtual Conference
Boutique Design - Fall 2020 - 15
Boutique Design - Fall 2020 - 16
Boutique Design - Fall 2020 - 17
Boutique Design - Fall 2020 - 18
Boutique Design - Fall 2020 - 19
Boutique Design - Fall 2020 - 20
Boutique Design - Fall 2020 - 21
Boutique Design - Fall 2020 - 22
Boutique Design - Fall 2020 - 23
Boutique Design - Fall 2020 - Build It Up: Determined chance-takers are injecting their personal passion into their brands
Boutique Design - Fall 2020 - 25
Boutique Design - Fall 2020 - 26
Boutique Design - Fall 2020 - 27
Boutique Design - Fall 2020 - 28
Boutique Design - Fall 2020 - 29
Boutique Design - Fall 2020 - 30
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Boutique Design - Fall 2020 - 43
Boutique Design - Fall 2020 - 44
Boutique Design - Fall 2020 - 45
Boutique Design - Fall 2020 - 46
Boutique Design - Fall 2020 - 47
Boutique Design - Fall 2020 - Branded for Better: New York’s Brand Bureau helps companies build visual identities and spaces that refl ect their values
Boutique Design - Fall 2020 - 49
Boutique Design - Fall 2020 - 50
Boutique Design - Fall 2020 - 51
Boutique Design - Fall 2020 - 52
Boutique Design - Fall 2020 - 53
Boutique Design - Fall 2020 - 54
Boutique Design - Fall 2020 - 55
Boutique Design - Fall 2020 - 56
Boutique Design - Fall 2020 - Products: BDNY Exhibitors
Boutique Design - Fall 2020 - 58
Boutique Design - Fall 2020 - 59
Boutique Design - Fall 2020 - 60
Boutique Design - Fall 2020 - 61
Boutique Design - Fall 2020 - 62
Boutique Design - Fall 2020 - 63
Boutique Design - Fall 2020 - 64
Boutique Design - Fall 2020 - 65
Boutique Design - Fall 2020 - 66
Boutique Design - Fall 2020 - 67
Boutique Design - Fall 2020 - Celebrating New York: Imagination is key for the city’s hospitality industry during the pandemic
Boutique Design - Fall 2020 - 69
Boutique Design - Fall 2020 - 70
Boutique Design - Fall 2020 - 71
Boutique Design - Fall 2020 - 72
Boutique Design - Fall 2020 - 73
Boutique Design - Fall 2020 - Mountain Luxury: Modern touches update a tranquil Huangshan resort
Boutique Design - Fall 2020 - 75
Boutique Design - Fall 2020 - 76
Boutique Design - Fall 2020 - 77
Boutique Design - Fall 2020 - Ad Index
Boutique Design - Fall 2020 - 79
Boutique Design - Fall 2020 - Checking In
Boutique Design - Fall 2020 - Cover3
Boutique Design - Fall 2020 - Cover4
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