Le Méridien Hotels & Resorts, part of Starwood Hotels and Resorts Worldwide, has introduced Follow Me, a multi-faceted global art collaboration with photographer Gray Malin. As part of the brand’s Video Art Programme, the captivating Follow Me video will debut in Le Méridien hotels around the world, and represents Malin’s 24-hour visual journey to inspiring destinations from Palm Springs to Bhutan. Artfully synced with the day-to-night transition of the signature Le Méridien Hub™, this collaboration celebrates capturing the excitement of world travel through photography.
Malin began his Follow Me adventure with a helicopter photo shoot high above Le Méridien Ra Beach & Spa Resort in Spain. Throughout 2015, he will travel to Le Méridien hotels and resorts in some of the world’s most illuminating destinations such as Bhutan, Dubai, Split, Seychelles and others to be announced. Follow Me will take center stage in Le Méridien Hubs, engaging guests with a video art installation showcasing Malin’s global series of photography and the ever-growing collection of stills shot at Le Méridien resort and leisure destinations, in addition to behind-the-scenes video footage of his shoots. Le Méridien also will feature Malin’s Follow Me journey online, on hotel key cards and through an exclusive line of Le Méridien x Gray Malin merchandise to be launched later in 2015. Work from the Follow Me collection will also be available for purchase at GrayMalin.com.
“Le Méridien allows our guests to ‘unlock’ their destination via local filters such as culinary adventures and artistic endeavors,” said Brian Povinelli , Senior Vice President, Global Brand Leader for Le Méridien and Westin. “Gray Malin’s modern perspective on photography invites our creative and curious minded guests into his world, immersing them in high-touch moments and exotic locales. The 24-hour reel of breathtaking photographs and behind the scenes video clips, showcases some of the most visually stunning, iconic and aspirational destinations from Le Méridien properties around the world, and allows our guests to traverse the globe without ever leaving our Hub.”
“I’m constantly visiting new destinations to bring inspired visions to life, and social media has enabled my audience to literally ‘follow me’ on my adventures,” said Gray Malin, photographer and founder of the Gray Malin brand. “My work is more than just a photograph and Le Méridien is more than just a hotel; this one-of-a-kind collaboration invites our audiences to explore and experience the world through my lens.”
To launch the campaign, Le Méridien and Gray Malin will host a contest on social media in order to engage their collective social media communities using the hashtag #FollowGray. To enter, guests must share an original image on Instagram inspired by their travels while following @LeMeridienHotels and @GrayMalin, and using the hashtag #FollowGrayContest. Open to US and UK residents, Malin will judge the entries on April 15, 2015 based upon creativity and composition. The Grand Prize Winner will receive 250,000 StarPoints, and the three runner-ups will receive signed prints from Malin.
In addition to the Follow Me campaign, Malin further immersed himself in the Le Méridien brand with a recent photo shoot at Le Parker Méridien Palm Springs. A personal favorite of the Los Angeles native, Malin often frequents Le Parker Méridien Palm Springs to seek inspiration and escape. Malin photographed exotic animals on the lush grounds of this property as part of a fine art series he created, titled Gray Malin at the Parker, that is expected to launch in May 2015. Images from this shoot will be showcased as an installation at Le Parker Méridien Palm Springs, incorporated into the Follow Me video art series, and sold through GrayMalin.com.