In the Hamptons, there are boutique hotels, and then there’s The Surf Lodge. Nestled on the easternmost tip of the island in Montauk, The Surf Lodge has emerged as a preferred destination for both weekenders and a global clientele. Beachy, luxe, and laid-back, the hotel-restaurant is the brainchild of hospitality impresarios Rob McKinley, Jayma Cardoso, Jamie Mulholland, Steve Kamali, and Steve Kasuba.
After collaborating on hotspots CAIN and GoldBar, Mpire Principal Moon Mehta was tapped by the hospitality group to participate as a galvanizing force in the development of The Surf Lodge. Working alongside the creative team, Mpire carefully honed every detail — from the white-washed walls to the ’60s-inspired art installation and surf-chic decor — to ensure that each element enhanced the vibrant atmosphere and “aloha” spirit of the coastal retreat. In addition to consulting on the interior design, Mpire lead the marketing and branding initiatives, crafting targeted communications, sponsorship proposals, print media, and collateral in keeping with the property’s clean, relaxed tone.
Renowned for its gorgeous views, inspired nightlife, and unequivocally cool vibe, the hotel opened in 2008 to instant success. “Nobody could have anticipated the impact of The Surf Lodge on Montauk” says Kasuba, Director of Communications for Mpire. “We set out to create an identity for the property that reflected the casualness of the hamlet while still positioning it as world class. It has, without a doubt, raised the bar and become a catalyst for a whole new generation of East End hospitality. The Hamptons are indelibly changed.”