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Invoking the spirit of London Fashion Week
May Fair Hotel
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
We brought the idea to life with a high-fashion campaign shot on-site, using real staff styled like models. Bold photography, punchy messaging and stylish placements across digital, print and OOH gave the brand a distinctive voice and a long-lasting presence that still resonates today.
Problem
The May Fair Hotel had the location, but not the perception. In a market dominated by historic icons like The Dorchester, it struggled to cut through. Traditional hotel marketing wasn’t doing justice to its bold, fashion-forward personality. To stand out, it needed to attract a different kind of luxury guest, without compromising occupancy.
Big Idea
“Be Mayfair” repositioned the hotel as more than a place to stay - it became a lifestyle. Inspired by the glamour and confidence of its district, the campaign embraced fashion culture and reframed the hotel as an icon in its own right. It wasn’t about heritage; it was about attitude.
Invoking the spirit of London Fashion Week
May Fair Hotel
Problem
The May Fair Hotel had the location, but not the perception. In a market dominated by historic icons like The Dorchester, it struggled to cut through. Traditional hotel marketing wasn’t doing justice to its bold, fashion-forward personality. To stand out, it needed to attract a different kind of luxury guest, without compromising occupancy.
Big Idea
“Be Mayfair” repositioned the hotel as more than a place to stay - it became a lifestyle. Inspired by the glamour and confidence of its district, the campaign embraced fashion culture and reframed the hotel as an icon in its own right. It wasn’t about heritage; it was about attitude.
Solution
We brought the idea to life with a high-fashion campaign shot on-site, using real staff styled like models. Bold photography, punchy messaging and stylish placements across digital, print and OOH gave the brand a distinctive voice and a long-lasting presence that still resonates today.
Context?
Some of our boldest ideas are hiding in plain sight. Click the ‘Extra Context’ button wherever you see it to uncover the thinking, craft, and creative decisions behind the work.
Because at unboring, the why is just as powerful as the wow.
The campaign features a stunning series of lifestyle images, showcasing May FairHotel employees in various elegant and dynamic settings around the hotel.
Each employee embodies a unique aspect of the Mayfair experience, bringing to life the district’s diverse charm. Featuring real employees, it adds an authentic, approachable touch, creating a deeper connection with guests.
The tone and style of The May Fair Hotel's campaign strikes a balance between elegance and playful charm, reflecting the vibrant personality of Mayfair.
We brought on board renowned photographer Lara Jade who embodies a high-fashion aesthetic that aligns with the hotel’s luxury brand, ensuring the campaign is both visually captivating and true to The May Fair’s commitment to style and sophistication.
