The visual identity is inspired by a romanticized chronicle of the multiple purposes and uses that this historic place has had, offering a close look at details and stories that happened within its walls.

The Milling Room occupies a building that’s seen it all. It was the site of several major society weddings and hosted multiple political and scientific conferences, it became a welfare hotel plagued with tragic love stories, murders, and fires. A movie mogul opened a specialty food shop here, the New York Dolls' first public performance and the list goes on.

The Endicott’s original Pompeian brick, the 100-year-old terracotta fireplace, and the glass-roofed Palm Room helped inform the color palette, and the industrial and art-deco typographic approach is aligned with the architectural elements and ornaments of the building.