Paxson Fay is a full-service marketing and public relations firm specializing in the architecture, design, and arts industries.
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Hybrid’s NICO Sayulita on AN Interior
HYBRID and Palma bridge nature and comfort at NICO Sayulita, a new hospitality experience in Mexico
Serenity Suite
By Emily Conklin
Nestled on Mexico’s Pacific coast, a new design typology has emerged in NICO Sayulita, a new hospitality experience by interdisciplinary Seattle-based studio HYBRID and Mexico City’s Palma. Together, the design duo has created an architecture that’s truly unique in its ability to bridge nature and comfort, private and public, ancient and modern.
From the street the building seems almost deconstructed, as you first encounter concrete grids that are intermittently covered to create building volumes, and in other locations left open to form outdoor gathering spaces, courtyards, pools, and spas. Between the concrete springs are all manner of local flora, and just beyond one can see the canopy of the jungle that sweeps down to meet the ocean below. NICO is designed to either be rented in its entirety for a large group of friends or family, or it can be rented by suite, so individual groups, couples or travelers can stay together in an effortlessly communal environment.
Material choices include smooth concrete structures and warm woods and steel (Luis Diaz Diaz)
“NICO combines the autonomy of a vacation rental with the arrangements and common spaces of a boutique hotel,” said Robert Humble, a founding partner of HYBRID. “This allows an extended family or group of friends to rent the entire complex with each guest or couple having their own private suite while providing generous common spaces for group gathering.”
The architects chose a palette that would encourage an overarching sense of calm and tranquility. Smooth concrete structures form the base from which warm woods and steel “imbues a sense of craft and refuge,” added Humble. The five guest suites nevertheless interact dynamically with the abundant nature and vegetation surrounding the site, so the industrial materials enter into conversation with ferns, canopy trees and scrub just outside your floor-to-ceiling window. There is even one suite, called the Jungle Suite, that is entirely encircled by native foliage. It takes advantage of this juxtaposition by offering guests access to a concrete soaking bath for a contemplative experience.
Yet where the private spaces focus on inner peace and meditation, the generous amounts of common space, designed with gathering and celebration in mind, contrast with playful pops of color and varying material palettes. A centerpiece of NICO is a plunge pool from which bathers can take in spectacular views of the ocean beyond as well as the open sky: You can look up through the concrete grid frame that defines the pool courtyard and feel that connection.
The collaboration between HYBIRD and Palma represents the emergence of an exciting new travel experience, where the independence overlaps with convenience. By focusing on a hospitality experience at such a specific, intimate scale, NICO is set to redefine how, and perhaps why, we travel: It offers the best of exploration and natural immersion, yet doesn’t forfeit the tranquility and joy that comes from beautiful and thoughtful design.
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meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
amy golden
principal
amy@paxsonfay.com
Growing up in Seattle, Amy was always exploring the great outdoors but she found a particular thrill in traveling. During a visit to New York City at age 10, she knew that was where she wanted to live. After high school she left her home in the Pacific Northwest behind for the great unknown to attend Fordham University in the Bronx. Upon graduation, Amy received a phone call from CNN offering a job opportunity of a lifetime working in television ad sales at Manhattan's Time Warner Center. When a job opportunity in Los Angeles opened up a few years later, Amy couldn't say no to a new adventure back on the west coast. But Seattle eventually called her back home and Amy returned to pursue a Master's degree in Business Administration with the hopes of learning the skills she needed to feed her entrepreneurial spirit. Before graduating, Amy co-founded Paxson Fay with Tessa Andrews in 2015. Amy focuses on marketing strategy, public relations, social media, and partnerships.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
colby wood
account executive
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
stasha vincent
communications specialist
stasha@paxsonfay.com
Originally from Spokane, Washington, Stasha relocated to Seattle after completing her studies in communications at Eastern Washington University. Over the past seven years, she has held various communication roles at Amazon, specializing in crisis communication and brand reputation. In June of 2023, Stasha joined Paxson Fay as a Communications Specialist, providing her with the opportunity to blend her communications expertise with her passion for design. Stasha focuses on PR efforts for a variety of clients at Paxson Fay.
We are looking for a star communications specialist to join our team, leading creative brands in their communications efforts across platforms. Click here to read more.
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what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
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Here is a little taste of who we love to work with and what we love to do.
