A Mexico-based hotel group had a brilliant building by designer Enrique Norten, and a sophisticated destination bar-club-restauraunt—but a challenging off-the-map location in Manhattan's far West Chelsea. So it needed a dream. And a name. And a sign. We thought about what it means to be close to home, far from home, and found inspiration in international expatriate culture, in seeing yourself in the mirror of a faraway land, in hearing your own voice in another language: not American, but Americano. And for the big city, that name in bright lights.