The Pierre, a Taj Hotel
In 2014, The Pierre Hotel New York, a Taj Hotel, was awarded the prestigious Forbes Travel Guide Five-Star Hotel rating. With 75% of the award criteria based upon service, this was a testament to the brand’s ongoing commitment to “The Practice of Perfect Hospitality”.
As a celebration of the outstanding service at this New York icon, Luxury Branding devised a print advertising campaign for global distribution in 2014 and 2015.
Our idea was inspired by celebrated portrait photographer Philippe Halsman who was perhaps most famous for his ‘jumping’ portraits of luminaries such as Marilyn Monroe, the Duke and Duchess of Windsor and Richard Nixon. As a homage to Halsman and as an artistic example of reinventing tradition, contemporary portrait photographer Jake Walters shot this now iconic image at The Pierre one night featuring five key Taj Associates from the hotel.
The individual personalities that create this uniquely attentive service shine through in the photograph, as Philippe Halsman originally intended with his original works, “When you ask a person to jump, his attention is directed to the act of jumping and the mask falls so that the real person appears”.