Creating a local, boutique experience under the Hilton brand.

Hilton Boston/Woburn branding

The revitalization of the Hilton Boston/Woburn was inspired by the history of the location. Woburn is filled with industrial character. Even prior to its official founding, the area was known as a leather & shoe-making town – a neighborhood
filled with tanners, cobblers, cordwainers, and couriers.

The identity is like a modern leather shoe – bound by heritage and carefully crafted to be timeless and relevant. By melding a warm, time-worn aesthetic with clean, contemporary lines and typography, the Hilton Boston/Woburn provides a welcoming atmosphere for the modern traveler.

This brand was realized across the stunning interiors by Jacqueline McGee and the team at Perkins + Will. Though still a Hilton branded property, the local brand narrative created  a boutique feel and consistency across all aspects of the experience. This provided a truly tailored experience for guests.