W Hotels: Through a New Lens
Strategy:
Position the hotel to attract luxury travelers who see exploring new cultures and places as essential to happiness and define luxury on their own terms.
Creative Appraoch: A first-of-its kind global artist residency at 3x W properties positioning the hotel as a cultural incubator for emerging creatives. Vogue-selected photographers captured the spirit of Budapest, New Orleans and Osaka marrying editorial and branded storytelling through stills and video.
Director: Jess Colquhoun
Fashion Editorial Stylist: Brie Welch
Talent: Kennedi Carter, Stella Asia Consonni, Oumayma Ben Tanfous, many local talents
Vogue.com Coverage: Through a New Lens
Distribution: W Hotel properties, Vogue.com, TikTok, Meta
Awards:
The Webby Awards in the Branded Content, Tourism & Leisure Category
Global Edition of Native Advertising Awards: Gold for Best Use of Social Media and Silver for Best Travel & Tourism Program.
Stella Asia Consonni Osaka Residency Project
As Stella Asia Cosonni’s work focuses on the unifying force of love, she was particularly inspired by the electric port city of Osaka, where W Osaka is located, keen on capturing the emotional human connections that live against the frenetic backdrop of the city’s neon lights.
Kennedi Carter New Orleans Residency Project
Kennedi Carter’s work explores moments where Black communities feel their most free, a practice personal to her upbringing as a southern Black woman. When she learned of the artist residency at W New Orleans, she knew it would provide the perfect platform for her craft. “New Orleans evokes imagery of the bluest jazz song, a sticky sweltering heat, and the lawless movement of Black folks in streets,” opines Kennedi, who considers New Orleans one of the most captivating cities in the world.