THE REBELS 2016: MOST CREATIVE COLLABORATION

5 -min. read

For MOST CREATIVE COLLABORATION, our judges were looking for a one-off or continuing partnership between a travel brand and the wider creative community that demonstrates the collision of luxury and lifestyle.

Discover this year’s shortlist below and remember to vote for your winner by 8 June. The REBELS will be revealed at Delano South Beach on 9 June at the official REBELS and Closing Party, brought to you by Travel+Leisure and hosted by Morgans Hotel Group.


ACE HOTEL LONDON SHOREDITCH: MOOG SOUND LAB

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WHO WAS/WERE YOUR PARTNER(S) AND WHY

The Moog synthesizer company is the originator and undisputed industry leader in professional grade analogue instrument systems — an internationally recognized innovator in musical technologies. Their expertise, visibility and spirit of invention made them the ideal collaborator for Ace’s Sound Lab project.

OBJECTIVE

Converting a hotel room at Ace London Shoreditch into a state-of-the-art recording studio complete with a wide range of Moog equipment, Ace and Moog invited six world renowned experimental musicians to spend four days and nights creating new music. The project culminated in live performances, and exclusive vinyl releases on Moog’s record label.

RESULTS

Moog Sound Lab birthed six different musical compositions from musicians Andy Blake, Gazelle Twin, David Colohan, Iain Forsyth & Jane Pollard, Jim Tenor and Keiji Haino — exclusive pieces which were performed at Ace London’s music venue, Miranda, and documented for posterity. The response was so positive that Ace is set to launch Studio A — a condensed version of the Moog Sound Lab — for guests.


MONDRIAN SOUTH BEACH: DAWN OF MAN

ART AT GEN ART RELAUNCH: AT MONDRIAN SOUTH BEACH

WHO WAS/WERE YOUR PARTNER(S) AND WHY

During Art Basel 2015, Mondrian South Beach collaborated with NYC-based Dawn Of Man – a digital arts collective, directing and producing works of new media, 3D projection mapping, cinema, video art and audio. Started in 2008, Dawn Of Man has found a home in creating unique experiences that employ new ideas and technology, while remaining firmly rooted in the ancient human love for storytelling. Dawn Of Man has presented projection art at the Adelaide Festival of the Arts in Australia, SXSW Austin and NXNE Toronto Festivals, to name a few.

OBJECTIVE

Dawn Of Man was charged with developing a series of large-scale, interactive video art installations that would light up the property and put Mondrian South Beach onto the Art Basel map. The artists were drawn to Mondrian’s 90ft, rainbow shaped pool to showcase their work. Their solution for turning the pool into a useable projection surface, filling it with 250,000 ping pong balls and projecting 3D video onto the top. The result transformed the pool area into an interactive, one-of-a-kind art installation. Dawn Of Man also projected a digital firework display, abstract visuals and perception-bending 3D architectural mapping effects on the hotel facade. The installations were the centerpiece for a week of art parties, including events thrown by Gen Art, Flaunt, and Objekt magazines.

RESULTS

Events throughout the week were packed with notable attendees, and supported by partnering magazines and sponsors including Gen Art, Objekt, Flaunt, and Peroni. Hotel visitors were delighted. Several were so inspired they actually jumped into the pool fully clothed, to swim through the psychedelic swirls of color. Twitter and Instagram was flooded by photos of the art installation. Hashtags highlighted Mondrian South Beach, featured artists and sponsors.


THE BEAUMONT LONDON: ROOM

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WHO WAS/WERE YOUR PARTNER(S) AND WHY

The Beaumont partnered with world-renowned Turner Prize winning artist Sir Antony Gormley to create a work of public art for the hotel. Gormley sculptures, installations and public artworks investigate the relationship of the human body to space. His successful projects include the Angel of the North (1995-1998) and One & Other (2009) for the Fourth Plinth in Trafalgar Square. Antony was approached as a personal friend of The Beaumont’s owner, Chris Corbin and Jeremy King, by property developer Grosvenor, who own the building.

OBJECTIVE

ROOM was commissioned as a piece of public art, a requirement for any new building in the area of Westminster in London. The objective was to create a sculpture that was integral to the actual building. Gormley conceived of the room as an experiential work of art: “a primal space within the city but removed from the city entirely, [This work] should confront the monumental with the most personal, intimate experience.” ROOM also features a giant cuboid, crouching man on the exterior. Withdrawn, motionless, contemplative, Gormley associates it with the great seated figures of the Buddha.

RESULTS

ROOM is part of a suite and approached through a sitting room decorated in the hotel’s 1920s style. Gormley wanted to create a sense of leaving behind the world of The Beaumont and London, there is almost a ritualistic character to the journey into ROOM, up a flight of nine pure white marble steps, through a threshold marked by a heavy black velvet curtain. There are none of the usual hotel amenities in ROOM – simply a large double bed, with an organic mattress, and clad in plain white linen in the centre of the room.


THE LONDON EDITION: FLEURS DES RÊVES

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WHO WAS/WERE YOUR PARTNER(S) AND WHY

The London EDITION, Bompas & Parr and Perrier-Jouët Champagne collaborated to launch the world’s first colour changing flowers during ‘Perrier-Jouët Fleurs des Rêves.’

OBJECTIVE

Few can match the thrill of being given a sensual and luxurious bunch of flowers by a lover. For the first time this Valentine’s Day, those flowers changed colour. Bompas & Parr are collaborated with Perrier-Jouët Champagne to create Perrier-Jouët Fleurs des Rêves, an ultra-exotic flower shop in Basement at The London EDITION.

RESULTS

Visitors could pick up bouquets of chameleon blooms, savour Perrier-Jouët Champagne and join a workshop where participants can create their own colour-changing flowers.


W HOTELS: SNAPCHAT GEOFILTER

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WHO WAS/WERE YOUR PARTNER(S) AND WHY

W Hotels and Snapchat released a limited edition series of three rotating filters last Fall. These three W-branded filters were playful, tongue-in-cheek spins on the traditional postcard, designed to help guests “humblebrag” in a truly W way. They included “You Wish You Were Here”, “Auto Reply OOO” and “Current Situation”.

OBJECTIVE

To add some sizzle to our guests’ snaps! W has seen a big rise in our guests using Snapchat while staying with us (or drinking in our Living Rooms). To capitalize on this growing trend among next gen travelers, W introduced W Hotels Snapchat Geofilters to have a bit of fun on the platform. Adding clever branding to a Snapchat post also ensures that those who follow our guests know they are staying at a W.

RESULTS

The partnership with Snapchat enabled W Hotels to be the first travel brand to launch a national Snapchat geofilter campaign and ultimately generated more than 7.1 million views and 62k applications of the filter in a 3-month period – exceeding Snapchat’s initial estimate by 4 million views and becoming the top performing sponsored Snapchat geofilter to date!


BROUGHT TO YOU BY

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HOSTED BY

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Tim Snell

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