Art Series Hotels inspires guests to find their inner musings in A/W campaign via Toben Design
Art Series Hotels has launched its latest campaign aimed at translating the essence and energy of Australia’s greatest artists into a remarkable photographic series conceptualised by Toben Design.
The innovative campaign with the tagline, “Find your inner muse” explores how an Art Series Hotel experience inspires the guests who stay there.
Says Katja Hartung, director, Toben Design: “Since opening, The Cullen, The Olsen and The Blackman have always been about creating unique art inspired experience for guests and the umbrella brand has encapsulated this essence. This new campaign brings the combined artists inspiration to life through photography and explores how it comes together in a human response.”
Art Series Hotel Group and Toben Design have brought together an inspirational team of creative professionals including award winning photographer Adam Taylor fresh from his work with Schweppes, Virgin Australian and hauntingly beautiful body of work on Streetkids in Sydney and New York.
Taylor was selected due to his extensive campaign experience and his ability to bring the performance experience to life. Taylor will be assisted by a leading Melbourne stylist.
Leading designers and brands have been hand-selected for the shoot – Aurelio Costarella has provided wardrobe from his 2013 summer collection, along with Topshop and Dinosaur Designs. Richard Nylon was also commissioned by Art Series Hotels to create a bespoke headpiece for the campaign’s launching image and hero shot. An animated crown of flowers and feathers works together with the rest of the wardrobe to represent the Art Series Hotels brand and its breadth of expression, conjuring a series of spontaneous snapshots for the campaign.
The campaign will translate the collective energy and creativity of the art hotels, whether it is the Art of Living Fearlessly like Adam Cullen, fearless, fun and wild; the Art of Creature Comforts like John Olsen, sensual, beautiful and lush or the Art of Lucid Dreaming like Charles Blackman, whimsical, surreal and mysterious.
Says Hartung: “The campaign is an interesting illustration in the shift of the media landscape. The campaign will predominantly play out in the digital space and aim to portray more emotion have more longevity than a traditional brand campaign.”
2 Comments
“This new campaign brings the combined artists inspiration to life through photography and explores how it comes together in a human response.”
I’m going to drop acid and try and work out what this means. See you on the other side.
I have stayed at each of the Art Series hotels which are all great but I find this campaign to be a tosser of a campaign. What a waste of money when creatives go off on some self indulgent trip that does nothing to connect with the people who stay in the hotels. Woeful!