New Campaign Connects Guests With Local Makers Viceroy Hotels & Residences has launched "A World Made By Many," a brand campaign featuring 10 local makers across five properties. Directed and photographed by London-based filmmaker Jonangelo Molinari, the campaign centers on bookable guest experiences designed to deepen traveler engagement with each destination's culture and communities. The experiences range from extracting honey with a third-generation beekeeper tending nearly 1,000 hives in the Algarve to exploring Saint Lucia's reefs with local divers who have over 62 combined years of experience. In Chicago, guests can discover the history and communities behind house music with producer Kevin "Mega" McFall, while in Sun Valley, mountaineer Ed Viesturs—who has climbed all 14 of the world's 8,000-meter peaks without supplemental oxygen—shares his approach to alpine adventure.

Artisans Across Five Properties At Viceroy Park Avenue, New York City (opening February 2027), Italian tailor Max Girombelli of Duca Sartoria and celebrity hairstylist Timur Sadyq represent the craft traditions shaping Manhattan's identity. In the Algarve, beekeeper José Maria Martinez and vintners Catarina and Mário Santos showcase inland agricultural heritage beyond the coastal resort experience. At Sugar Beach, A Viceroy Resort in Saint Lucia, chocolatier Kittle Symphorien guides guests through a handmade bean-to-bar process in the property's Cocoa Mill, while ocean divers Vitus "Tòti" Joyeux and Elijah Jn Baptiste offer reef exploration experiences. At The Observatory, A Viceroy Resort in Sun Valley (opening October 2026), Ed Viesturs educates guests on mountaineering, and night photographer Travis Amick reveals Idaho's dark skies through his lens. At Viceroy Chicago, house music historian Kevin "Mega" McFall traces the genre's inclusive communities, while Beverage Director Sayo "Chi" Anise creates mixology-driven connections with guests and locals.

Industry Perspective "Our hotels are designed to hold a sense of place, but a place is ultimately made by the people in it," said Megan Mulholland, Senior Vice President of Brand Marketing & Wellness. "Their craft and history can't be manufactured." Arash Azarbarzin, CEO of Viceroy Hotels & Residences, added: "That connection is important to us, because we understand that the people of the destination and the experiences they introduce you to make a stay memorable in ways a hotel cannot on its own."

Why It Matters

As luxury hospitality operators compete increasingly on amenities and design, Viceroy's shift toward curated local experiences and artisan partnerships reflects a broader market trend toward experiential travel and authenticity. For operators, the campaign signals how destination-driven programming tied to community figures can differentiate properties and command premium positioning in a crowded luxury segment.

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Written by FBM Publications Editors