Case Study: A for Art Design Hotel

About

The A for Art design, part of the Xenios Gate Hotel Company, is located on the island of Thassos, housed in a historically significant building at the heart of the old port of Limenas. The hotel’s design concept draws heavily from Pop Art, with a strong influence from Surrealism. Its creatively designed rooms, alongside distinctive suites, reflect a deep passion for design, featuring unique decorative elements, custom furniture, and specialized lighting. Inside and out, the hotel is adorned with exceptional works of art, blending high aesthetics, character, and luxury, creating a truly memorable and artistic experience.

The story

In 2021, with the end of quarantine and the reopening of the hotel, the management recognized the need for human-centric imagery to enhance the property’s promotional efforts. Being selected for this in-person shoot was both a challenge and a significant opportunity for me. I had to capture the hotel’s identity and uniqueness through action, inspiring and resonating with travelers. It became clear that what was required was a photography project centered around conceptual experiences, with a strong narrative storytelling element.

The Core of the Concept

Building on the challenges created by the Covid-19 pandemic, including restrictions and suspensions, the idea of transformation emerged. It was a concept designed to take what was initially a negative situation and creatively reframe it into a positive opportunity.

The concept

Inspired by the surreal design and decor of the hotel’s spaces, the idea was to create a series of photographs featuring iconic figures such as Marilyn Monroe, Mahatma Gandhi, Salvador Dalí, and Elvis Presley—personalities whose portraits adorn the hotel’s rooms. With the hotel being closed in 2020, empty and devoid of guests and staff, these characters, too, became weary of confinement, loneliness, and desolation.

Determined to make a difference, these iconic figures take the initiative to help reopen the hotel and welcome back the staff and guests. In the photographs, they’ve stepped out of their frames, playfully engaging with the people and staff, challenging them with their unique presence. With humor drawn from the surrealistic style of the hotel, they move through every space, perfectly attuned to the atmosphere and environment. Their bold presence captures attention and invites everyone into their own fantastical world.

Welcome to the unique world of A for Art Design Hotel!

The Team

Creating visual content, particularly concept photography, is no simple task. It demands meticulous composition, thoughtful design, and the coordination of various disciplines. To successfully execute this unique and original project, I sought the support of skilled and qualified professionals whose expertise and experience could ensure the best possible outcome. The team I assembled included:

Professional Actors
Photographer’s Assistant
3D Stylist
3D Stylist Assistant
Prop Stylist
Assistant Stylist
Fashion Stylist
Fashion Assistant
Makeup & Hair Stylist

Preparation

During the Pre-Production Meeting (PPM), I presented the concept in detail, outlining the goals and how I envisioned bringing them to life. I addressed the challenges and potential difficulties we might encounter throughout the process. The team’s response was overwhelmingly positive, and everyone expressed great enthusiasm about creating the images. I received individual briefs from each team member, which included their ideas, suggestions, and the specific support they would require to ensure the project’s success.

With this talented team, I successfully brought to life Marilyn Monroe, Mahatma Gandhi, Salvador Dalí, and Elvis Presley—iconic figures who adorn the frames throughout the hotel. We gave them a tangible presence, turning these celebrated personalities into living, breathing characters, all ready to step in front of my lens.

The Execution

The entire A for Art design hotel functions like a theater, with multiple stages throughout its spaces. The physical props and objects within the hotel played a crucial role in enhancing the concept, seamlessly supporting the overall vision.

The actors involved were fully immersed in the concept, having a complete understanding of the narrative. Their performances were outstanding, capturing the essence of each character they portrayed. Through their poses, expressions, and movements in front of my lens, they effectively conveyed the message of the story.

The atmosphere of these iconic figures was brought to life in a way that felt natural, without any hint of exaggeration or artificiality. These characters, who have transcended time and created their own unique legacies, were revived in their physical space, inviting the viewer to experience something truly extraordinary.

Epilogue

The goal of this photography project was to evoke an emotional response from the audience. The images became iconic representations of the hotel’s identity, amplifying the message that needed to be communicated. The public’s reception was overwhelmingly positive, with rave reviews pouring in. The results quickly became evident, with a noticeable increase in online searches that translated into bookings, successfully meeting the occupancy targets set by the marketing department.

Project execution date

14 & 15 June 2021

The factors

Production: Xenios Gate Group of Hotels
Location: thassos
Hotel: A for Art Design Hotel
Ceo: Despina Kothali
Hotel manager: George Vassiliadis
Concept-Storytelling: Andreas Sfyridis
Photographer: Andreas Sfyridis
Stylist: Dora Ketikoglou
Assistant Stylist: Marianna Papadimitriou
3D Make-up Artist: Sofia Vouvala
HairStylist: Sofia Voulala

The actors participated:

Thalia Harara
Lefteris Dimitropoulos
Dimitris Ilkos