Viceroy launches bookable maker experiences across five destinations
The campaign spans New York, the Algarve, St. Lucia, Sun Valley and Chicago, and was photographed by Jonangelo Molinari.
Viceroy Hotels & Residences launched "A World Made by Many" on Monday, a platform of bookable guest experiences built around 10 local makers across five destinations. The global luxury hospitality brand had the campaign photographed and directed by London-based Jonangelo Molinari, and it is now live online.
The experiences connect guests with beekeepers, vintners, chocolatiers, divers, musicians, mountaineers and other local experts. The destinations are New York City, the Algarve Region of Portugal, the Caribbean island of St. Lucia, Sun Valley in Idaho and Chicago, with a social media rollout to follow.
The range runs from honey harvesting and reef diving to house-music history, bespoke tailoring and stargazing. Viceroy says every experience is tailored to link guests with the people, traditions and stories that define a place, giving travellers a direct introduction to the craft behind each destination.
"Our hotels are designed to hold a sense of place, but a place is ultimately made by the people in it. Their craft and history can't be manufactured," said Megan Mulholland, senior vice president of brand marketing and wellness at Viceroy Hotels & Residences.
"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," Mulholland added. The platform puts the makers at the centre, rather than leading with the hotel or the room.
The makers guests meet
In Chicago, guests meet Kevin "Mega" McFall, a house music historian and producer whose work seeks to support the musical culture born in that city. His experience offers house-music history from someone living inside the story.
In Sun Valley, Idaho, guests are offered an encounter with mountaineer Ed Viesturs, known for climbing all 14 of the world's 8,000-meter peaks without supplemental oxygen. It is the platform's most physically storied name, set in an alpine resort town.
In St. Lucia, guests are invited to a bean-to-bar chocolate experience led by chocolatier Kittle Symphorien. She grew up in Soufrière picking cocoa pods in her backyard, so she learned the crop long before she learned the craft.
In the Algarve's inland countryside, guests can explore the world of beekeeper José Maria Martinez, who continues a family practice spanning three generations and nearly 1,000 hives. The scale of that operation is part of its story.
The New York experiences are timed to a later opening. When the Viceroy Park Avenue opens in February 2027, guests will be able to meet Italian tailor Max Girombelli of Duca Sartoria and wigmaker and hairstylist Timur Sadyq.
Other hotels chasing local craft
Experiences that offer travellers a rare connection with local culture and flavour are on the rise. In 2019, Italy's Starhotels group launched La Grande Bellezza, the Dream Factory, to foster collaborations with leading artisans and historic ateliers.
In 2025, The Jay hotel in San Francisco teamed up with The Namesake to turn part of its Third Floor into an exclusive design studio. Viceroy's platform joins that movement, but is built on bookable encounters rather than in-house studio space.
The campaign is live online now and will roll out across social media and other channels in the near term, with Molinari's photography and direction carrying the visual identity. The emphasis throughout is on the makers' expertise and stories as the way into each destination.
Viceroy's framing is that the hotel holds the sense of place while the people make it. By putting the beekeeper, the mountaineer, the chocolatier and the musician ahead of the property, the platform argues that craft and history cannot be manufactured.
The practical offer is a connection: diving a reef with someone who knows it, hearing a city's music history from its chronicler, or standing among nearly a thousand hives with a family that has kept bees for three generations.
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Image: Courtesy of Viceroy Hotels & Residences
