4770 Ohio Ave S
Ste B
Seattle, WA 98134
info@paxsonfay.com
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.
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.
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.
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.
colby wood
senior 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.
paige childs
communication specialist
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
zoe mcphail
senior communications coordinator
zoe@paxsonfay.com
From San Francisco, California, Zoe moved to Seattle, Washington to pursue her undergraduate degree at the University of Washington. She graduated with a dual bachelor’s degree in Economics and Political Science. Shortly after graduation from UW, Zoe hopped across the pond to pursue her Master of Science in Urban Economics and Real Estate Finance at the London School of Economics. Focusing on Sustainable Development, she found herself drawn to adaptive reuse and preservation projects in the world of architecture and design. Building on prior marketing and social media experience, Zoe returned to the PNW in July of 2023 to work on social media strategy and content creation for clients at Paxson Fay.
martina povolo
account coordinator
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
account coordinator
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
We are seeking a highly skilled and creative Digital Marketing Specialist to join our growing team. This role is ideal for someone with a deep understanding of social media strategy, content development, algorithm trends, and strong knowledge of paid social and digital marketing best practices. Bonus points for graphic design skills to strengthen our clients' social media presence with dynamic, eye-catching content. Click here to read more.
We are hiring for our internship program! We are looking for an intern with a passion for design to help manage key communication channels. Click here to read more.
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.
marketing
marketing strategy
brand strategy
project management
partnerships acquisition and management
e-mail blasts
public relations
media strategy
content production
media communications and outreach
awards: strategy, content development and submissions
social
platform strategy and management
content production
targeted campaigns
results + reporting
advertising
advertising strategy
budget strategy + negotiation
calendar management
creative coordination
content
storytelling
copywriting
website and e-mail marketing
video: sourcing, storyboarding and scheduling
photography acquisition + curation
events
event management
sponsorships + partnerships
tradeshow coordination
press tours
clients
Here is a little taste of who we love to work with and what we love to do.