# Baccarat Hotel & Residences > Brand strategy, identity and campaign for Baccarat Hotel & Residences New York — the storied French crystal house's first hotel and branded residences. - Client: Live Brilliantly - Services: Strategy, Design, Content, AI & Innovation, Environments & Wayfinding, Production - Sectors: Residential - Locations: The Americas Noë & Associates worked with Baccarat, the storied crystal brand, to launch their new hotel and residences in New York City. Since its founding by royal decree in 1764, Baccarat has transformed the most basic elements on earth—sand, fire, and water—into exquisite objects of beauty treasured by Kings, Tsars, and Maharajas. The creative work can be seen across all the expressions of the brand, from the advertising campaign shot by Lachlan Bailey, through the website design, a two volume book set, photography, art direction, brand editorial, and the creation of the sales centre design/experience working in collaboration with interior designer, Tony Ingrao. Now, Baccarat has drawn upon its rich heritage to create brilliantly imagined hotels and residences that stimulate the senses and exceed the expectations of the world’s most discerning connoisseurs. baccaratresidencesny.com Sales Gallery Interior “For centuries Baccarat has boasted a remarkable reputation for producing fine crystal glassware—from barware, vases, and votives, to candelabras, perfume bottles, and balustrades. And in the 250+ years since King Louis XV issued the royal decree to establish Compagnie des Cristalleries de Baccarat in Lorraine, France, the luxury label has evolved a great deal, broadening its scope to include not only a wider array of glassworks, but also its own jewelry and perfume lines. The company’s oeuvre has expanded to an unprecedented degree, swelling to accommodate a vitreous, 50-story skyscraper fashioned to reflect Baccarat’s trademark finesse, sporting interiors aptly dripping with its signature crystal.” Literature Literature Spreads Campaign Imagery by Lachlan Bailey To capture the glamour of the established crystal house, Noë & Associates worked with photographer Lachlan Bailey to shoot the lead images for the advertising campaign. This was coupled with beautiful abstract photography of the decadent crystal by Pete Deevakul. Art Direction --- Source: https://noeassociates.com/projects/baccarat-hotel-residences Site: Noë & Associates