A woman luxuriating in her hotel room after a hectic day of shopping. A group of fashionistas lounging, as fashionistas do, on a grand stairway in the Hôtel de Crillon. A gaggle of hipster musicians jamming in a hotel room. These are just a few of the scenes depicted in a new advertising campaign being rolled out by Rosewood Hotel Group this month.
According to Thuy Tranthi Rieder, group vice president marketing and sales for Rosewood Hotel Group, the company started promoting its sense of place lifestyle ethos in a big way in 2013, shortly after Sonia Cheng came on board as CEO. The initial Living Canvas campaign was as much about experience curation in a destination as the hotel itself. In the new Rosewood Regulars campaign, it is the guests who come to the forefront.

Using arresting, iconoclastic imagery, the new campaign is comprised of photography and short films revolving around five types of “Rosewood Regulars” who populate the brand’s properties. Shot at the newly-renovated Hôtel de Crillon in Paris, one could mistake the imagery as advertising for a fashion or high-end lifestyle brand. That is by design. The ultimate goal of the campaign is to position the hotel group as an innovator of global style.

Interested in more stories like this? Subscribe to Skift’s New Luxury Newsletter to stay up-to-date on the business of modern luxury travel.

The advertising campaign was developed in partnership with Studio Dangin, a KiDS Creative Company. Pascal Dangin, the agency’s owner and chief creative director, is known for his collaborations with the world’s most influential luxury brands, including Balenciaga, Balmain, and Prada. Dangin has also produced projects with innovative artists such as Madonna and Gus Van Sant.

Tranthi Rieder says Rosewood selected Studio Dangin because of “the similarities between its vision and our brand.” According to Studio Dangin literature, “We create relevant identities and new experiences that connect modern consumers with inspiring brands” and provide “audiences with a sense of discovery that compels desire.” Pascal Dangin himself is known for producing powerful imagery and using emotional storytelling techniques. Tranthi Rieder says Dangin’s “irreverent attitude of pushing boundaries and the way his images convey a unique sense of style and elegance” resonated with Rosewood. He and Cheng developed the vision together.

The Hôtel de Crillon serves as a backdrop for telling stories about different types of “affluential explorers” interacting with staff. Each theme is anchored by an adjective that is supposed to be evocative of the brand and its guests: Revolutionary, Iconic, Audacious, Diplomatic, and Radical.

Diplomatic shows an fashionista arriving back to her suite after a hectic day of shopping. Audacious shows young children goofing around in the hotel room while dad gets ready for a business meeting. Revolutionary features Olivier Rousteing, the creative director of Balmain, and his friends hanging around and looking fabulous. Iconic depicts a 60-something woman stepping out of her limousine. Rosewood staff are there to help her avoid the paparazzi. Finally, Radical depicts twenty-something hipsters.