About Us

What We Believe

We bring great brand and hospitality concepts to life

We’re far more than a branding agency. We’re experts in hospitality brand strategy/execution and wellness activation. We know these industries inside and out, and everything we do balances creativity with function to ensure projects are distinct in a sea-of-sameness, operationally viable, developer-friendly, and within budget. We pride ourselves on leading teams to turn vision into reality and meaningful ROI – not just brainstorming or consulting on ideas.

We are guest experience curators

With over 40 years of collective experience, we know how to create customer-centric experiences that integrate the right mix of wellness, personal service, innovative programming, and unexpected surprises so guests fall in love with a property or brand, pay a premium, and write five-star reviews. Going beyond creation, we also develop processes and standards so successful ideas can be executed and replicated.

We know the importance of balancing big picture strategy with details

We see the big picture, but we also pay attention to the details that matter – across brand, operations, design, technology, and the financial needs of brands and projects. We don’t just give advice and expect others to do the work; we listen to our clients, go the extra mile, and execute on the details to take projects from launch to profitability.

We have a unique perspective on partnerships

Yes, we’re hotel industry gurus, but we also have an eye on innovation from outside the industry. Our experience and connections with global hospitality brands means we have the expertise that gives wellness and other non-hospitality brands an edge in identifying win-win opportunities for partnering and selling their products and services in the industry. Our approach can help you rise above internal groupthink to examine your branding ideas and business plans with a fresh set of eyes.

Our Leadership Team

Adam Glickman

Founder & Principal

Adam Glickman

Adam is the principal of Parallax, a trusted partner in bringing memorable hospitality brand concepts to life. With over 20 years in the hospitality industry, he has a passion for creating premium, distinctive and wellness-forward brand concepts and helping non-hospitality companies navigate the complexities of the hotel industry to form partnerships and grow.

Adam’s experience includes leadership roles with some of the world’s most recognizable hotel brands, including InterContinental Hotels Group, Marriott, Regent, HVS International and Hilton Worldwide at the iconic and original Waldorf Astoria in Manhattan. During his time at IHG, Adam championed the brand creation and launch of EVEN Hotels, an award-winning wellness lifestyle brand that earned a top spot on Trip Advisor’s 2017 Best Hotels ranking.

Adam is often tapped by industry publications and conferences, including The New York Times, USA Today, Innovation Enterprise, Hospitality Design, Boutique Design NY, Hotel Business, Hotel Management and The Global Wellness Institute, to share his voice, expertise and perspective on the industry. Adam earned a Bachelor of Science in Hospitality Management from the Cornell Hotel School and an MBA from Goizueta Business School at Emory University.

Brian Herman

Brian joined Parallax as a partner in 2019. He leads account management, aligning clients’ internal stakeholders and external partners to drive successful project results. An attorney by trade, he also focuses on the documentation and processes critical to bring strategies and business plans to life — standards, operating procedures, contracts, legal compliance, procurement logistics, and vendor relationships.

Brian is an avid traveler and wellness consumer. He is a graduate of the Emory University School of Law, holds a Bachelor of Science of Cornell University, and is a Certified Specialist of Wine (CSW).

Brian Herman

Partner