Ten local makers anchor Viceroy Hotels & Residences' new brand campaign, "A World Made by Many." The series, captured by London-based director and photographer Jonagenelo Molinari, ties bookable guest experiences to five properties across four countries.

The campaign is now live on Viceroy's website and social channels. It positions the chain as a destination storyteller first and a hotel seller second.

What does the campaign actually sell?

In New York, Italian tailor Max Girombelli of Duca Sartoria and hairstylist Timur Sadyq host guests at the forthcoming Viceroy Park Avenue flagship, slated to open February 2027. Both makers carry Manhattan identity through craft rather than amenities.

In Chicago, house music producer Kevin "Mega" McFall traces the genre's history. Beverage Director Sayo "Chi" Anise designs cocktails at Viceroy Chicago, treating each drink as a starting point for guest conversation in a program she ties back to her Caribbean upbringing. The campaign discloses no per-experience pricing.

Which makers anchor each destination?

• Viceroy Park Avenue, NYC (opening February 2027): Max Girombelli, Italian tailor at Duca Sartoria; Timur Sadyq, celebrity hairstylist and wig maker.
• Viceroy Chicago: Kevin "Mega" McFall, house music historian and producer; Sayo "Chi" Anise, beverage director.
• Viceroy at Ombria Algarve, Portugal: José Maria Martinez, third-generation beekeeper with nearly 1,000 hives; Catarina and Mário Santos, winemakers on family land since 1500, with the vineyard revived in 2011.
• Sugar Beach, A Viceroy Resort, St. Lucia: Kittle Symphorien, chocolatier; divers Vitus "Tòti" Joyeux and Elijah Jn Baptiste with 62 combined years of reef navigation.
• The Observatory, A Viceroy Resort, Sun Valley, Idaho (opening October 2026): Ed Viesturs, mountaineer who climbed all 14 of the world's 8,000-meter peaks without supplemental oxygen; Travis Amick, night photographer.

What does the economics picture look like?

Viceroy did not disclose pricing for individual experiences, package uplift, or ADR (average daily rate) targets in its release. The source does not break out operator-level economics or separate franchised from managed units.

Megan Mulholland, senior vice president of brand marketing and wellness at Viceroy, framed the campaign as a hospitality play built on people. "Our hotels are designed to hold a sense of place, but a place is ultimately made by the people in it," she said. "Their craft and history can't be manufactured."

CEO Arash Azarbarzin matched that sentiment. "The people of the destination and the experiences they introduce you to make a stay memorable in ways a hotel cannot on its own," he said.

What sits on the development pipeline?

Viceroy confirmed residences under construction in Fort Lauderdale, Clearwater Beach, Playa del Carmen and Austin. Two hotel openings anchor the near-term schedule: Viceroy Park Avenue in February 2027 and The Observatory in October 2026. Both carry the destination-maker thesis as their core marketing pitch.

The brand operates within Global Hotel Alliance's DISCOVERY loyalty program, covering more than 550 hotels worldwide.

Viceroy's bet on people, more than on properties, will be tested first when The Observatory opens in Sun Valley in October 2026.