The hospitality arms race is on as properties around the globe look for bigger, bolder, more creative experiences for guests starved for something new, unexpected, and not delivered by an algorithm. JW Marriott tapped the creative genius Richard Christensen and the magical world he's carefully crafting in Flamingo Estate to reimagine luxury hospitality.
Launched in 2020, Flamingo Estate is inspired by the 7-acre property in Los Angeles that Christensen calls home and bears the brand's name. Its unique position sits at the intersection of clean, healthy living and over-the-top conscious consumption grounded in impeccable sourcing for traceable ingredients that encourage a deeper connection to Mother Nature.
"JW Marriott and Flamingo Estate have strong commonality between their guiding principles which makes this collaboration a natural, well-balanced, and symbiotic fit. JW Marriott is dedicated to curating an atmosphere that allows our guests to be present in the mind, body, and spirit," said Bruce Rohr, Vice President and Global Brand Leader, JW Marriott.
Scent. Sound. Taste. Three of the most powerful senses are at the core of the new global brand partnership. JW Marriott and Flamingo Estate will invite guests to embark on a multifaceted exploration of the senses with an elegant, garden-infused signature scent, a nature-inspired global sound program, and a flavor-forward, hand-crafted honey blend. This dynamic collaboration will traverse several sensorial touchpoints and bridge the many paths to mindfulness.
Scent: A carefully crafted, exclusive, co-branded scent called Expansion is inspired by the JW Garden, a space to connect with nature at JW Marriott properties around the world where herbs and produce grow in harmony as part of the guest culinary experience. Guests at select properties will be welcomed by an herbaceous and uplifting scent that beckons presence and expansion, providing a direct conduit to the natural world with notes of lush greenery, damp earth, and rich flowers in a base of warm, creamy woods. Guests can take the Expansion scent home in a signature candle hand poured in Los Angeles.
Sound: Four exclusive playlists have been designed to foster a connection to nature and encourage mindfulness crafted to correspond with the distinct energy of the different times of the day. JW Marriott will incorporate the Aurora, Sun, Twilight, and Moon playlists into a global sound strategy launching in public spaces globally, serving as a soundtrack to welcome guests upon arrival in the lobby and seamlessly integrate into their stay. The curated playlists will also be accessible on Flamingo Estate’s Spotify channel.
Taste: The third product of the sensorial partnership is an expertly crafted classic California wildflower honey that features adaptogenic holy basil and bergamot to promote well-being and resilience to stress. Available to JW Marriott guests in select locations, each property's chef will incorporate it into cocktails and savory dishes. The co-branded honey is also available for $35.
"We both believe in real hospitality, and it's at the heart of what we do. The rare art of making someone feel loved and cared for,” said Richard Christiansen, founder, Flamingo Estate. “This is communicated through all these senses, but especially taste, touch, and smell, which is why we are excited to collaborate with JW Marriott.”
JW Marriott Essex House New York will feature a bespoke pop-up location, The Suite Shop, where guests can immerse themselves in the JW Marriott and Flamingo Estate sensory collection through June 14. A curated selection of travel-friendly Flamingo Estate products will also be available at retail displays at additional pilot locations including JW Marriott Dallas Arts District, JW Marriott Hotel Mexico City Polanco, JW Marriott Hotel Madrid, and JW Marriott Bengaluru Prestige Golfshire Resort & Spa. In tandem, the product and brand partnership will roll out at select JW Marriott properties around the world, enticing global travelers to join a journey of the senses.
