As part of the revitalization of Stillwater, Minnesota, a 150-year old brewery was given new life as a boutique hotel, a restaurant, and a bar called The Long Goodbye.

This® was asked to develop concepts, names, identities, and experiences for the hotel, main restaurant, and cocktail bar that would seamlessly fit together, tie to the area and add to the property’s unique features. The Long Goodbye, in name and concept, is a nod to Minnesota’s close knit communities and famous hospitality. It draws on the playful description of Minnesota’s often drawn out goodbyes and the smooth passing of time when one is in the company of friends.

Credits - Thanks to the team at Provenance Hotels for your support and Minnesotan hospitality for inspiration. Concept development, brand positioning and naming by Denis Kegler, Adam Bagerski, Jodi Glover Thiel and Kylie Freeman. Creative direction by Denis Kegler. Design by Kylie Freeman and Tyler McRobert. Copywriting by Jodi Glover Thiel and Kylie Freeman. Produced by Jodi Glover Thiel. Photography by Toby Grubb. Interior design, direction and buildout by our friends in the North, ESG. Illustration by the dynamic duo She She.

To symbolize the passing of time, we brought the outdoors in through lighting and custom wallpaper that evoke the night skies of the North. Artwork draws on familiar images, textures, and colors.