JSF WINS BEST HOSPITALITY DESIGN FOR $20 MILLION SPA RENOVATION AT GURNEY’S MONTAUK RESORT

JSF Design Inc. has been named the ICONIC Award winner for Best Hospitality Design, celebrating the firm’s masterful $20 million renovation of the famed Gurney’s Seawater Spa in Montauk, New York. The award, one of the design industry’s most coveted honors, recognizes projects that transcend trend and redefine excellence in form, function, and feeling.

The ICONIC Awards are known for their extraordinary caliber and intense competition, with entries from top global design firms. But once again, JSF Design strikes first, emerging victorious with a project that reimagines the wellness experience from the inside out.

Set against the rhythmic backdrop of the Atlantic Ocean, the re-envisioned spa at Gurney’s is not just a design marvel — it’s a sanctuary for the senses. The JSF team, under the creative direction of principal designer Jeffrey Florentine, orchestrated a spatial narrative rooted in texture, calming color, and holistic harmony.

“We designed this spa to slow the body and stir the spirit,” says Florentine. “It’s about more than luxury — it’s about resonance. The textures, the palette, the rhythm of the space — they all work together to lower your BPM the moment you arrive.”

Earthy neutrals, hand-troweled plaster, pale oaks, and sun-washed linens blend seamlessly with panoramic ocean views. Spa suites are wrapped in silence, stillness, and curated natural materials. The lighting shifts like coastal fog, and every finish was chosen for its tactile intimacy.

“We spared no expense — and the design followed suit,” Florentine adds. “This was about honoring the spirit of the sea, and creating something unforgettable. We wanted the feeling to stay with you long after you check out.”

The ICONIC jury commended the project for its emotional intelligence, material mastery, and ability to deliver a transportive, embodied experience. Out of a fiercely competitive field, JSF Design once again asserts itself as a defining force in global hospitality design.

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About JSF Design Inc.
JSF Design Inc. is an award-winning luxury interior design firm known for sophisticated, emotionally resonant spaces in both residential and commercial sectors. With a signature that blends architectural precision with poetic soul, JSF continues to lead the industry through storytelling, texture, and timeless execution.