The Ritz-Carlton partners with Vogue and GQ to create immersive theatre experience
In collaboration with British Vogue and British GQ to create Room No.8, The Ritz-Carlton presented a multi-sensory performance-art experience created by some of the best names in visual effects, sound art and immersive theatre. The first of its kind, this event showcased The Ritz-Carlton to patrons in London, by taking them on a journey of discovery, and tapping into every one of their senses. In addition to delivering a theatrical physical presence for The Ritz-Carlton, the performance was filmed and photographed, with this content then providing the basis for the creative campaign, including advertisements and video content that ran on Vogue.com and GQ.co.uk.
Upon arrival, guests breezed through flowing white curtains into a dark room with a table and seating for seven. Four courses of themed small plates and drinks were delivered as performers acted out real guest stories with the help of projection mapping, 360 degree panels, and custom audio recordings.
From free divers rescuing a lost camera to organizing a wedding during a blizzard in under two hours, Room No. 8 literally transported guests into the world of The Ritz-Carlton, where every guest story is an opportunity for an unforgettable memory.
Nick Teare, Senior Director, Brand & Field Marketing, from The Ritz-Carlton adds, “One of our opportunities in marketing is to bring to life the magical experiences created by the ladies and gentlemen at our hotels through media channels. With Room No.8, Condé Nast, UK has worked with our brand to create a beautiful, highly sensory journey, which is designed to further levels of engagement and interest in our hotels worldwide.”
Malcolm Attwells, Commercial Director, Condé Nast Digital says, “We are thrilled to have worked with The Ritz-Carlton on this exciting project, which is a first for all involved. We very much enjoyed experiencing Room No.8 and the resulting campaign on GQ.co.uk and Vogue.com is fantastic.”
Room No. 8 was held at the White Space Gallery, London WC2 during the last week of June. Ritz-Carlton does not have a property in London.