SAXON & PAROLE | WORKHOUSE #TBT

Challenge: Position and introduce award-winning AvroKO’s latest endeavor restaurant Saxon & Parole.Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special events including the launch.

AvroKO. Award winners. Space killers. Design thrillers. Hot streak visualistswho set the standard by creating some of the sexiest and sleekest spots around. Principals Adam Farmerie, Greg Bradshaw, Kristina O'Neal and William Harris created an award-winning design and concept firm established in 2000 that has conceptualized and designed acclaimed restaurants including Michelin Star awarded PUBLIC, Double Crown, The Stanton Social, Quality Meats, Hurricane Club, James Beard nominated RN74, Hong Kong's Lilly & Bloom, and Beauty & Essex to name a few. AvroKOhas made its name not only in working on projects for clients but also in executing ideas for themselves to own and operate, what they refer to as self-propelled projects. This has led them to everything from food product development (PUBLIC Product), to real estate development (Smartspace), to furniture lines (The Transport Series), to clothing/ uniform lines (Mona+Holly), as well as to the creation of AvroKO Hospitality Group (opening PUBLIC, The Monday Room, Double Crown and Madam Geneva). AvroKO has received two James Beard Awards, four Hospitality Design Awards, and the Lawrence J. Israel Prize. In addition to having work included in 13 books, they have been published in the New York Times, Bon Appetit, Time, Elleand Elle Décor, Esquire,Food & Wine, Surface, Wallpaper, Architectural Record, Interior Design, Metropolis, and New York Magazine amongst others. 

If ever there were a dark horse in thoroughbred racing, surely, it was Parole. Born in 1873, the brown pony was owned by tobacco heir Pierre Lorillard and ridden by the inexperienced young stable hand William Barret, who was discovered on the streets of New York City. Although considered the best juvenile racing at age two, Parole was rarely expected to win in his early mature years. But win he did, all around the nation, and across the Pond too. The English press labeled Parole the Yankee Mule, amongst some other choice names and descriptions including “light-necked, rough-coated, leggy and curbyknocked”. Parole quickly triumphed in three races, becoming one of the few American horses ever to win prime English events. By the time he retired at 12, Parole had earned more money than any other racehorse in America and had inspired a feverish new interest in racing, spawning social halls, billiard parlors, and saloons in his name including a NYC crafted "Parole Whiskey". Parole continues his reach today, having captured the imagination of AvroKO, which owns a stone-stable estate in Tuxedo Park, the community that Lorillard founded in the late 1800s. AvroKOHospitality's new restaurant, Saxon & Parole, pays tribute to two of Lorillard’s prize-winning thoroughbreds in both its name and its design, which also recalls the numerous stables that once populated Lower Manhattan.

Result: Stories appeared in Esquire, Wallpaper,New York Times, GQ,Interior Design Magazine, Wall Street Journal, Departures Magazine, New York Daily News, New York Magazine, Village Voice, Robb Report, Zagat, Cool Hunting, Architectural Digest, Refinery29, Timeout NY, Good Moring America and the Vogue.