Beverly Hills Conference & Visitors Bureau (BHCVB) is partnering with twelve celebrity influencers to launch its multi-channel Definition of Luxury campaign, including a published book and digital content, reinforcing the city as the leading destination of luxury.
This initiative comes as a follow-up to the release of BHCVB’s global trends report, The Future of Luxury, which takes a look at current luxury trends and those to come. The Definition of Luxury takes personal a approach to inspire and influence the fields of cuisine, hospitality, fashion, wellness, art, design, architecture and real estate. The tastemakers who provided their definitions and how they are inspired by Beverly Hills include:
Dining … Curtis Stone – Founder & Executive Chef of Maude
Style … Rachel Zoe – Celebrity Stylist & Fashion Designer
Design … Kelly Wearstler – Interior Designer
Wellness … Gunnar Peterson – Celebrity & Pro-Athlete Personal Trainer
Property … Jeffrey Hyland – Co-Founder, President of Hilton and Hyland
Architecture … Ma Yansong – Founder of MAD Architects
Art … Vanessa Prager – Artist/Painter
Hotel Cuisine … Chris Ford – Executive Pastry Chef at Beverly Wilshire, A Four Seasons Hotel
Hotel Cuisine … Olivier Quignon – Executive Chef at L’Ermitage Beverly Hills, AVEC NOUS
Hotel Cuisine … Erika Tucker – Chef de Cuisine at Montage Beverly Hills, The Rooftop Grill
Hotel Cuisine … Stephanie Boswell – Executive Pastry Chef at The Peninsula Beverly Hills, The Belvedere
Hotel Cuisine … Alberico Nunziata – Executive Chef at The Beverly Hilton
“Beverly Hills is luxury,” said Julie Wagner, Chief Executive Officer of BHCVB. “In the wake of the completion of our Future of Luxury global trends report, this campaign reiterates the positioning of Beverly Hills as a leader of luxury and taps top influencers and celebrity tastemakers who have an affinity for the pillars that the city is founded upon, and also have an overall love for the destination.
“Beverly Hills definitely embodies those classic and timeless principles,” said celebrity stylist and fashion designer, Rachel Zoe. “I think [the city] will always embody that luxurious, old Hollywood sensibility and will forever remain an iconic luxury and travel destination.”
Designer Kelly Wearstler, who recently led the redesign for the Viviane restaurant at Avalon Hotel Beverly Hills and is leading the $2M renovation of the hotel property, said, “Beverly Hills maintains an interesting, consistent blend of the iconic and the modern; forging a unique mixology of the past perfect with a constant eye on the future… [keeping] the city at the forefront of luxury and an inspiration for other destinations around the world.”
BHCVB’s spring campaign will include the limited edition production of a book named, The Definition of Luxury, which features the celebrity tastemakers’ and influencers’ thoughts as it relates to luxury and Beverly Hills. BHCVB will also launch a dedicated microsite for the campaign on LoveBeverlyHills.com, digital web ads that will continue through the year, a robust social media campaign, campaign videos and video vignettes that highlight the various tastemakers and the beauty of the City. The campaign’s creative channels were designed and led by Yes Design Group.
To learn more about Beverly Hills’ spring campaign, visit www.lovebeverlyhills.com/definitionofluxury.