Leibovitz Portraits Capture Essence of Luxury Hotel Experience

  • July 22, 2009
Leibovitz Portraits Capture Essence of Luxury Hotel Experience
With the photos, Leibovitz departs from her tradition of celebrity portraiture to focus on the people and personalities behind the Peninsula Hotel brand. While not famous, the faces of Peninsula pageboys, housekeepers and bellmen are just as compelling as those of celebrities when seen through her lens.

"So much of what makes Peninsula's style of hospitality special is the personal connection our staff has with guests," said Peter C. Borer, Chief Operating Officer, The Peninsula Hotels. "Our culture of warm and genuine service is expressed through every one of our family of employees. To us, service is an art, which is why we chose a true artist to represent it."

"I love the stories behind what people do, and in portraiture, you need to know the stories and then the image comes to life for you," said Annie Leibovitz. "After shooting at four Peninsula hotels for this campaign, I truly understand the significance of what we are shooting – the real stars of The Peninsula Hotels – the wonderful caring staff. It was really moving photographing them, and by the time I had finished, I felt that I had a real insight into the people who work for the Pen and the pride they take in their work. I have been looking for stories like that for years."

Leibovitz was given free rein to roam the hotels, in public spaces and back-of-house areas, shooting wherever she wished and choosing whichever scenes or staff members that she believed best represented the heart and soul of the hotels.

"We gave Ms. Leibovitz a virtual blank canvas and an invitation to interpret the Peninsula experience with complete freedom. She responded with images that capture the essence of Peninsula service, while also conveying the luxury, style and glamour of our properties," added Mr. Borer.

Leibovitz's images celebrate the doormen, room attendants and other staff who bring life and warmth to the hotels' sumptuous surroundings. In one endearing shot, The Peninsula Chicago's doorman welcomes a young guest to the hotel, while in another, the hotel's chefs stand in an organic city farm with Chicago's dramatic skyline in the background, and the reservations team are poised to welcome guests' calls in a third.

Leibovitz features the iconic Peninsula pageboy frequently in her photos. The personification of the company's personal approach to service, the pageboy's sole function is to respond to guest needs. Pageboys are at the ready at all Peninsula hotels, a tradition introduced at the Hong Kong property over 80 years ago.



The "Portraits of Peninsula" photos by Annie Leibovitz are available for viewing at this link: https://www.peninsula.com/portraits/en