Week No. 264
The rise of floating saunas, step into a summer postcard in Greenport, and a case for PR
Brand of the Week
The Rise of Floating Saunas
We’ve known the benefits of contrast therapy for a while now, but the wellness trend is officially merging with design and hospitality through a new wave of floating concepts—from Copenhagen to Connecticut. There’s something about bringing this kind of experience back to nature that just feels right. Fjord is NorCal’s newest addition to the movement, located just north of San Francisco and opening this summer. Designed by architect Nick Polansky, the barge-like structure is built from salvaged materials and feels both raw and intentional—a place to sweat, plunge, and be fully immersed in the elements. Next time you find yourself in SF, consider this your invitation to opt for a wellness day on the Bay.
Stay of the Week
Step into a Summer Postcard in Greenport
Silver Sands Motel combines modern hospitality with the choose-your-own-adventure essence of camp. Located along a 1,400-foot stretch of private beach facing Shelter Island, this 1957 classic was recently redesigned to something that feels both nostalgic and new: a low-key luxury stay where you’ll trade screen time for bocce, beach days, and long lunches. The rooms are as beachy as it gets, dressed in neutrals with pops of yellow, red and seafoam blue. Expect Flamingo Escape toiletries, striped Ligne Particulier robes, outdoor showers, screened porches, and binoculars for birdwatching. While the experience itself may give you a summer camp vibe, the culinary offerings are a far cry from the cold cuts and boiled hot dogs you may remember from camp. Chef Finn O’Hara (ex–Four Horsemen) oversees the food, from casual beach snacks to refined seaside fare at Eddie’s, the property’s al fresco restaurant. There’s wood-fired clam pie, escabeche, and house rosé poured by the bay. And if it rains, a Lime Rickey in the lobby and an Adirondack chair by the fire pit will do just fine. It feels equal parts Wes Anderson and New England idyll, allowing summer to feel like it's slowing down.
Read of the Week
A Case for PR
Yes, we work in PR, so we may be a little biased. But this essay from Press Pass by DeskSides puts into words exactly what we’ve seen firsthand: PR has changed significantly over the last decade, but in today’s hyper-digital world, it’s more important than ever. AI is changing how people search, discover, and engage with brands. PR is no longer just about press hits; it’s about making sure your brand shows up across the internet—with frequency and authority (we dove into this more in Week No. 262). That kind of third-party validation creates a digital footprint that algorithms pick up on. From Google, ChatGPT, to wherever people are getting their information, PR is what makes you visible and helps shape the narrative before someone even lands on your site. This piece gets into all of it: long-tail ROI, brand consistency, and why PR is your best defense (and offense) in a crisis. Marketing may deliver quick wins, but PR builds something deeper—credibility that compounds over time. And in 2025, that’s the kind of capital brands can’t afford to ignore.