Reintegrating a 1950s motel into the neighborhood.

The Verb Hotel.

Some things don’t age, they become more iconic. The Verb Hotel reimagines an unloved Howard Johnson motel at the center of Boston’s Fenway neighborhood. Since 1959, the motel has been the backdrop to local music and party culture.

Relaunch was about more than a new name, identity and refurb. It was a chance to breathe new life into a local icon. To riff off cultural roots and create a new experience. Mixing an archive of rock ‘n’ roll references, irreverence and misfit spirit, The Verb Hotel is back on centerstage. Showcasing Fenway heritage while challenging guests to help write the next chapter.