JW Marriott is bringing the luxury of Mother Nature into its hotels through a new global partnership with lifestyle brand Flamingo Estates. The collaboration is centered around Expansion, a co-branded product line created exclusively for JW Marriott that provides guests with a wellness-based sensory journey focused on scent, sound and taste.
Integrating JW Marriott’s luxury hospitality products with Flamingo Estate’s nature-inspired artisanal products is a move toward “reimagining luxury hospitality,” says JW Marriott’s vice president and global brand leader. says Bruce Rohr. “Connecting holistic wellness to every aspect of the guest experience in an authentic way has always been a top priority for the brand.” Since COVID-19, guest expectations have changed even further, he added. “The idea of traveling more than well-traveled means that guests are looking for balance, no matter which destination they go to around the world. They prioritize themselves and their health, and that is important for us to respect,” Lohr said.
Our collaboration with Flamingo Estate begins with a fragrance. The Expansion’s scent reflects the tranquility of nature with notes of lush greenery, damp earth, and rich flowers, with a warm, creamy forest base, traditionally used in Ayurvedic medicine as a tonic for the mind and body. Energized by the Holy Basil plant used in And spirit. Inspired by the lush gardens of LA mansions.
Flamingo Estates founder Richard Christiansen is a former advertising executive who first purchased a seven-acre garden plot surrounding a dilapidated 1940s home in the hills overlooking Los Angeles, and was soon busy with New York’s hectic lifestyle. Renovated as a private residence to escape the pace of life. . The labor of love has grown into a brand concept that offers products that bring together what he calls “the best of Mother Nature.” It started with a series of natural, handmade soaps inspired by gardens, which led to creams, candles, and more. At a time when local small-scale farmers are struggling due to COVID-19, he used the property as a launching pad for a selection of farm boxes that will become celebrity favorites. With its incredibly diverse plant life, the estate was also the perfect place to grow honey, so Christiansen also added beekeeping to his portfolio.
The partnership with JW Marriott has been seamless, Christiansen said. “We both believe in true hospitality and it is at the heart of what we do. The rare art of making someone feel loved and cherished involves the use of all the senses, especially It is communicated through the senses of taste, touch, and smell.”
Lohr said the collaboration with Flamingo Estate could be a surprise for guests. “It’s refreshing for brands to not only stay relevant, but also push themselves into new and unexpected territory, which piques the curiosity of guests and customers.”
Other sensory elements of the partnership include exclusive JW Marriott playlists curated by Flamingo Estates. These are created to correspond to the unique energies of different times of the day and are each titled “Aurora, Sun, Twilight, Moon.” The soundtrack will be installed in public spaces of his JW Marriotts around the world.
The third element of the collaboration that will make guests’ journeys more enjoyable is California Wildflower Honey, co-branded with Flamingo Estate. It incorporates holy basil and bergamot, which aim to promote well-being and resilience to stress. This honey is used in cocktails and savory dishes by chefs at select establishments around the world.
JW Marriott x Flamingo Estate scents will be sold at pop-up shops at JW Marriott properties around the world for $65, along with hand-poured candles, diffusers, sleep sprays, signature honey and other Flamingo Estate products. The first of his month-long retail experiences launches this week at his JW Marriott Essex House in New York. Other locations include the JW Marriott Dallas Arts District, JW Marriott Hotel Mexico City Polanco, JW Marriott Hotel Madrid, and his JW Marriott Bangalore Prestige Golf Resort & Spa in India.
Lohr said this is the first retail partnership of its kind with a JW Marriott brand. “Luxury is about personalizing the experiences we can offer. Guests discover new products, the scents and tastes they experience at the hotel create warm memories, and they want to take some of them home with them. This creates a deeper connection and sense of history with our brand.”
