Nine Orchard is the newest addition to the Dimes Square neighborhood in the Lower East Side. After a fifteen-year renovation of the Jarmulowsky Bank Building, the landmark hotel opened its doors in summer 2022. Working alongside DLJ Real Estate Capital Partners and chef Ignacio Mattos, 2x4 developed a brand strategy, naming system, and visual identity for the hotel and its host of parts. Balancing the liveliness of the neighborhood and the historic nature of the building, our task was to create an identity for a living landmark. A new cultural mainstay for downtown New York.