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Fairmont Hotels & Resorts launches ‘Experience the Grandest of Feelings’ in Dubai

Fairmont’s Experience The Grandest of Feelings installation will take up residency in DIFC.

Fairmont Hotels & Resorts has debuted a new and unforgettable chapter in its storied 100-year plus history, Experience The Grandest of Feelings, a global brand campaign that pays tribute to the tangible echoes of the luxury brand’s historic origins while also imparting a refreshed vision and stirring images of adventures yet to come. The visionaries who made history in creating Fairmont’s first hotels and those who continue to preserve and protect the abundant natural landscapes wherever Fairmont resides is a key theme throughout the creative of the campaign.  The tradition of thoughtful hospitality amid beautiful scenery around the globe firmly roots the brand in nature and its preservation.

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“Travel is truly one of the most unique unifiers and equalizers. The how, why, and where we travel is unimportant: the transcendent act of travelling – no matter how far – opens up the mind to diversity and inclusion that boldly drives society forward,” said Mansi Vagt, vice president, Fairmont Hotels & Resorts.  ‘Experience The Grandest of Feelings’ celebrates just that and captures the essence of all things Fairmont no matter the destination – city centre, island retreat, and everything in between. The overriding sensation is being in a place that has meaning and feeling.”

The new global campaign celebrates the brand’s grand natural origins of infinite awe-inspiring landscapes. Evolving Fairmont’s style to a more elevated, poetic and ethereal expression of the brand, this campaign is an invitation to the guests to Experience The Grandest of Feelings at Fairmont.

After a successful first launch in New York, Experience The Grandest of Feelings continues its journey around the world with a key stop in Dubai.  The juxtaposition of Fairmont’s “grand by nature” philosophy and touchstone with the glistering urban jungle of Dubai’s stunning modernism allows the brand to show up with an impressive, lush installation centrally located at Dubai’s International Financial Centre (DIFC), at Gate Village.

“In the UAE, where saturated hues, distracting displays and over the top opulence are the norm, we will bring the immersive and unexpected installation to life,”  adds Mansi Vagt, Vice President, Fairmont Hotels & Resorts.  “Positioned in a high traffic modern location of the Dubai International Financial Centre, the living artwork will be an impactful juxtaposition between the simplicity of nature and complexity of its surrounding architecture”.

Moreover, to help conceptualize and illustrate the campaign, the brand commissioned poet Cleo Wade to discover, experience and celebrate its  extraordinary locations, awe-inspiring landscapes and  illustrious origins with the power of words by developing a poem titled, “That Fairmont Feeling.”

Inspired by the brand’s global campaign creative and That Fairmont Feeling poem, the installation will feature botanicals and greenery organically travelling up a hidden structure. The windows in the centre of the installation will transform into digital displays that bring it to life with creative assets of the poet advocate, poem, and amplification of the installation.

As part of Fairmont Hotels & Resorts debut to a new and unforgettable chapter in its history,  the brand partnered with Academy Award-winning actress and UNICEF Goodwill Ambassador Susan Sarandon to serve as its global brand ambassador and to help launch its exciting new global campaign, Experience The Grandest of Feelings.

Fairmont’s Experience The Grandest of Feelings installation will be available for passersby to experience from Thursday 21st October until Sunday 29th October.

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