HILTON LUXURY BRANDS
Experiential Design
for Hilton x ILTM Cannes
International Luxury Travel Market (ILTM) · Cannes, France · December 2018
— In partnership with Jack Morton Worldwide —
$400K Production
At the world's most exclusive luxury travel conference — where Four Seasons, Rosewood, and Ritz-Carlton all compete for the same room — Hilton needed to own the conversation.
The brief: transform a blank three-story gallery in Cannes into the most talked-about destination at ILTM. Three brands. One building. One week. Audience: the travel agents, media, and influencers who move luxury hospitality forward.
"Bye bye, Cannes. Hello, Waldorf Astoria, LXR, and Conrad."
We designed three entirely distinct worlds — one per brand — each with its own color palette, sensory signature, and instagrammable moments.
The space needed to work as a cocktail venue, media breakfast, meetings hub, and destination draw — owning the critical 4–7 PM window between the trade show floor and the evening events.
Three Floors. Three Worlds. One Building.
Every sensory detail considered — from floor-to-ceiling property photography to signature cocktails, live concierges, VR experiences, and curated soundscapes.
Each floor felt like arriving at the brand itself.
LXR Hotels & Resorts
The LXR table setting was graphic and bold — black and white striped linens, striking geometric placesettings that felt as independent and individual as the brand itself.
The Conrad
Contemporary design. Curated art. Seamless innovation. The Conrad floor — anchored in gold and warm tones — was built for the globally connected traveler who expects personalization at every touch point. Floor-to-ceiling property photography created depth and dimension, giving the sense of arriving at a Conrad property rather than a trade show gallery. A Refresh Bar stocked with luxury amenity partners let guests take a piece of Conrad home with them.
Waldorf Astoria
The Waldorf floor was pure romantic elegance — white linens, light pink garden roses, and the quiet confidence of a brand that has always been the standard. A floating Personal Concierge moved through the room booking real Cannes experiences for guests on the spot.
ILTM 2018 · Cannes, France
Creative Direction: Melanie Rothwell for Tiny Penthouse Studio
In partnership with Jack Morton Worldwide, New York production, Michael Kort and team
RESULTS
The gallery became the destination of ILTM 2018 — drawing trade media, travel agents, and hospitality executives throughout the week and owning the 4–7 PM window as briefed. 30 General Managers hosted · Trade and lifestyle media engaged across all 3 brands Global launch moment for LXR Hotels & Resorts Waldorf Astoria, Conrad, and LXR positioned as serious competitors to Four Seasons, Rosewood, and Ritz-Carlton on the world's most exclusive luxury travel stage.