LOVE & WAR UNVEILS SHAVER HALL IDENTITY IN LANDMARK LORD & TAYLOR BUILDING

Love & War has unveiled the brand identity for Shaver Hall, a new culinary and cultural destination in the landmark Lord & Taylor building. Inspired by Dorothy Shaver’s legacy, the identity blends heritage with modern energy, positioning Shaver Hall as a vibrant hub for food, performance, and creativity in Midtown Manhattan.

Boutique consultancy Love & War has announced the official launch of its brand identity work for Shaver Hall, a new culinary and cultural destination within the historic Lord & Taylor building on Fifth Avenue. The project reimagines the storied 1914 flagship as a vibrant hub where food, performance, and New York’s creative spirit converge.  

Shaver Hall sought a branding partner with deep knowledge of New York City’s neighbourhoods and experience in adaptive reuse, capable of infusing the landmark with contemporary relevance. Love & War responded with a brand inspired by the building’s architectural pedigree and by Dorothy Shaver, Lord & Taylor’s pioneering former president. Shaver’s legacy of innovation and artistry provided a powerful foundation for the project.  

“From the start, our challenge was to honour the building’s extraordinary history while creating something vibrant and modern,” said Peter Tashjian, Partner at Love & War. “Naming the food hall after Dorothy Shaver allowed us to connect the project to an inspiring figure who championed creativity, design, and the arts. Shaver Hall’s branding reflects that same spirit – classic in its foundation, but with a contemporary pulse.”  

Working closely with the development team, Love & War delivered a comprehensive identity system encompassing brand strategy, naming, visual identity, signage, and materials. The design language captures the layered character of the landmark while reflecting the energy of the city. Jack Gibbons, CEO of FB Society, parent company of Shaver Hall, praised the collaboration: “Love & War helped us create a brand that honours the history of this landmark building while introducing Shaver Hall as an entirely new experience for Midtown Manhattan. Dorothy Shaver’s story gave us a powerful foundation. The result respects the legacy of this building while bringing new energy to one of New York’s most storied addresses.”  

Shaver Hall itself is conceived as a multifaceted destination. It features curated culinary concepts, a grand central bar, and two full-service restaurants. Among them is TALLOW, a new steakhouse branded by Love & War, occupying the corner of Fifth Avenue and 38th Street in a space once home to legendary jeweller Black Starr & Frost. Beyond dining, Shaver Hall’s central stage will host live performances, cultural events, and creative showcases, continuing Dorothy Shaver’s tradition of merging commerce and culture in imaginative ways.  

The launch of Shaver Hall marks a significant moment in the adaptive reuse of one of New York’s most iconic retail addresses. By blending heritage with modernity, Love & War has crafted a brand identity that not only honours the past but also positions Shaver Hall as a dynamic new chapter in Midtown’s cultural and culinary landscape.