No Robe.

We turned each hotel room into an art studio and invited guests to drop their robes and become the art.

Using a purpose-built iPad app, guests could drop their robes and strike a pose in the privacy of their hotel room. Their selfies were then sent securely to an official Art Series Hotel artist to create a life-drawing. This one-of-a-kind artwork was then delivered to guests following their stay.  

The No Robe rooms sold out for the entirety of the campaign. The campaign period was doubled in duration based on overwhelming room booking demand.

The idea reached over 44 million people in 150 countries, achieved $250 million in earned media, and delivered a 262% uplift in interest from the UK. And with 87% of site visitors being first timers, the campaign attracted a new global audience.