Iris reimagines the chalet as part of a new ‘Winter Chalet’ activation for IHG Hotels and Resorts

IHG Hotels & Resorts recently revealed their first-of-its-kind seasonal experiential campaign at its Luxury & Lifestyle hotels in the Americas as of December 1, 2023 continuing through February 29, 2024, designed by the creative team at Iris. The activation includes interior designing from renowned interior designer Corey Damen Jenkins and a sonic experience curated by Grammy Award-winning artist Maren Morris.

“The way ideas travel has changed. Paid can no longer be relied on alone, so our goal was to use the power of participation and build an experience that IHG’s community would want to engage with and share. The campaign is designed to bring people together to create an incredible, warm shared experience, through which they could connect and converse,” said Simon Yoxall, New York Managing Director, Iris. “Especially now, people want to engage with one another in new ways, and this immersive campaign fosters an environment to enable that connection to happen effortlessly.”

IHG and Iris have cultivated a strong, dynamic partnership following a decade of collaboration. Together, they’ve brought to life activations at some of the largest events in the world, most recently the U.S. Open, with Iris’ Luxury and Lifestyle team delivering this latest campaign as part of a renewed emphasis on helping clients prosper in the ‘participation era’ and the increasing power of owned and earned in helping ideas travel and brands grow.

"Knowing guests crave experiences that lift them out of the ordinary and introduce them to something inspiring, our Winter Chalet and elevated cozy season programming create memories for our hotel guests and our local communities," said Kathleen Reidenbach, Senior Vice President, Marketing & Commercial, Luxury & Lifestyle Americas at IHG Hotels & Resorts. "We are thrilled to bring Winter Chalet to life to transport our guests looking to getaway this winter season."

The ambience of each of the Winter Chalet installations sets a cheerful mood, treating guests to a winter escape through 'swoon-worthy' seasonal sips and bites as well as musical soundtracks curated by Grammy Award-winning musician Maren Morris. "I designed the Winter Chalet playlists to evoke the essence of the winter season, conjuring feelings of warmth and gratitude," said Maren Morris. "I hope these songs inspire guests to sit by a cozy hearth with a warm drink in hand surrounded by their family and friends. It was important to me that this collection of music serves as the perfect soundtrack for the distinctive aesthetic of this experience."

"In designing our concept for IHG's Winter Chalet, we took InterContinental Hotels & Resorts, Kimpton Hotels & Restaurants and Hotel Indigo's personalities into account, wanting to capture the uniqueness of each," said Corey Damen Jenkins. "These beautiful hotels offer great hospitality and experiences, and each Winter Chalet is an extension of that. They're designed to bring people in. I hope the warmth and comfort inspires guests to open up their laptop, the great book they're immersed in, or to enjoy life while they're contemplating their next destination."