Viceroy Hotels Links Guests to Local Artisans Across Five Destinations

Viceroy Hotels & Residences has launched a campaign centered on access to local expertise rather than amenities alone. The initiative, titled A World Made By Many, pairs guests at five properties with artisans and specialists whose work is rooted in place: a third-generation beekeeper in the Algarve tending nearly 1,000 hives, ocean divers in Saint Lucia with over six decades of combined experience, a house music historian in Chicago, and mountaineer Ed Viesturs in Sun Valley.

The campaign was photographed and directed by Jonangelo Molinari, a London-based director and photographer. Arash Azarbarzin, CEO of Viceroy Hotels & Residences, framed the effort as central to the brand's operational philosophy. "Each offers a unique connection to the destination itself," he said. "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."

The experiences span multiple disciplines. In New York, Italian tailor Max Girombelli of Duca Sartoria and celebrity hairstylist Timur Sadyq offer bespoke services ahead of the opening of Viceroy Park Avenue in February 2027. In the Algarve, winemakers Catarina Santos and Mário Santos operate on family land held since 1500, with their vineyard revived in 2011. In Saint Lucia, chocolatier Kittle Symphorien guides guests through a bean-to-bar process using local cocoa while ocean divers Vitus Tòti Joyeux and Elijah Jn Baptiste lead reef explorations. In Sun Valley, Viesturs, who has climbed all 14 of the world's 8,000-meter peaks without supplemental oxygen, leads mountaineering experiences at The Observatory, A Viceroy Resort. In Chicago, producer Kevin Mega McFall traces house music history through community and sound, while Beverage Director Sayo Chi Anise designs cocktail programs around connection.

Megan Mulholland, Senior Vice President of Brand Marketing & Wellness, emphasized the distinction between manufactured hospitality and rooted expertise. "Their craft and history can't be manufactured," she said of the artisans featured. "We wanted the campaign to start with those people, their expertise, their stories, and what they can introduce guests to as they experience each destination."

Viceroy is simultaneously expanding its footprint with residences planned in Fort Lauderdale, Clearwater Beach, Playa del Carmen, and Austin, as well as hotel launches including The Observatory in Sun Valley and Viceroy Park Avenue in New York City. The campaign positions these properties as gateways to localized experience rather than standardized luxury offerings.