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Love & War created the brand identity for Shaver Hall, a new food and cultural destination inside the historic Lord & Taylor building on Fifth Avenue. The project draws inspiration from Dorothy Shaver, the department store’s pioneering president, blending heritage architecture with playful, modern campaign visuals. The result balances history and contemporary energy, showing how naming and storytelling can revive a landmark without losing its soul.
PRINT Magazine reports on the transformation of the historic Lord & Taylor building on Fifth Avenue into Shaver Hall, a new food hall named after former Lord & Taylor president Dorothy Shaver. Boutique consultancy Love & War created the brand identity, which honors the building’s legacy while introducing a modern culinary and cultural destination. The project exemplifies adaptive reuse and heritage-driven design in New York City’s evolving retail landscape.