The Gateway to Luxury

Caroline Schermerhorn Astor built a magnificent ballroom, giving rise to the most coveted invitation in all of New York City’s high society. Two members of the Astor family later got together and agreed on a joint hotel, connected by a long, very elegant marble promenade, where New York City’s upper class would flaunt their flowing gowns, pearl necklaces, diamond tiaras, white ties and tails, and Peacock Alley was born.

From its inception, Peacock Alley has always been at the forefront of culture and the trends that define the times. It was always the place to be, the place to see and be seen. To be amongst people, to share experiences, to share culture and the feel of something new. Peacock Alley is not just a moment in time, but a feeling of arrival, of being part of something bigger that has endured and will continue on for generations to come.

The primary identity has been crafted to reflect the history of Peacock Alley in a modern way. Each letter features an ‘alley’ running through it creating a stencilled effect, expect from the letter ‘O’ – reflective of Peacock Alley being the central meeting place of any Waldorf Astoria. Inspired by a peacock’s plumage, the unique monogram carries elegance. Gold finishes, deep blues and a custom pattern clothe the identity with luxury.