Talent and creative agency, MTArt has brought together InterContinental with renowned British artist Claire Luxton for a global collaboration to mark the luxury hotel brand’s 75th Anniversary. The campaign, titled ‘The Elegance of Worldliness’ is inspired by the idea that “no matter where your wanderlust takes you, there will always be something in nature to make you feel at home,” according to the brand.
The campaign is woven together to highlight the InterContinental ecosystem which includes a South American parrot, the blue and yellow macaw, representing Brazil where the first hotel opened, the North American corn lily plant.
There is also an Indian basket of grass that pays tribute to the Willard InterContinental in Washington, DC, where Martin Luther King Jr. famously wrote his ‘I Have A Dream’ speech and the Bird of Paradise flower, named after Queen Charlotte of the United Kingdom, highlighting the royal significance of Park Lane as the location where Queen Elizabeth spent much of her childhood (formerly 145 Piccadilly).
Insights from MTArt aligned with the ongoing trend which has seen the hospitality sector increasing investment in both immersive experiences and bespoke artworks and artists.
Typically these experiences traverse both the physical and digital worlds. According to a report by WARC social media was the fastest-growing online sector in 2021, with spend rising 41.9%. So, in addition to the physical installation, MTArt designed special social filters that will allow smartphone users to put themselves in the center of Claire’s creation, in situ at InterContinental Park Lane.
“Keeping to my quintessential natural wildlife aesthetic, I’ve taken on a new meaning to the milestone in InterContinental’s journey,” said Claire Luxton.
“My artwork aims to capture my idea of the wings of travel, looking at the unique moments across the 75 years for an inspiring array of nature, truly encapsulating each hotel and memory.”
Director of Innovation and Impact at MTArt Agency Yann Mathias added: “Claire’s work typically explores the delicate balance and complex emotions humans experience between themselves and nature. She has explored the growing social anxiety to protect our environment and how as a world we must reimagine ways we can satisfy our wanderlust. She was of course a perfect fit for InterContinental.”
“Claire’s work brings a new perspective to the journey we have been on, commemorating significant memories each location holds,” said Head of Public Relations, Global Luxury & EMEAA, Carolyn Giang at InterContinental.
“We’re delighted to partner with her for this celebration, with many exciting plans in the works for 2022.”
To create the campaign, the team at MTArt worked in close collaboration with InterContinental, Claire Luxton, along with W Communications.