Viceroy Hotels & Residences Introduces “A World Made by Many,” a New Brand Campaign Highlighting Unique Destinations and the Makers That Shape Them

NEW YORK – Viceroy Hotels & Residences introduces “A World Made By Many,” a new brand campaign celebrating 10 local makers across five Viceroy destinations. Captured by notable London-based director and photographer Jonagenelo Molinari, the campaign centers bookable guest experiences with beekeepers, vintners, musicians, chocolatiers, divers, mountaineers and other makers whose passions and knowledge offer an immersive way to experience each destination.

Experiences range from extracting honey with a third-generation beekeeper tending nearly 1,000 hives in the Algarve to exploring Saint Lucia's reefs with local divers who have over 62 combined years of experience. In Chicago, guests can discover the history and communities behind house music with producer Kevin “Mega” McFall, while in Sun Valley, mountaineer Ed Viesturs, who climbed all 14 of the world's 8,000-meter peaks without supplemental oxygen, shares his approach to the mountains. Together, these signature experiences are designed to give guests access not simply to a place, but to people with knowledge that comes from living, working and creating there.

Viceroy has several exciting projects underway this year, including residences in Fort Lauderdale, Clearwater Beach, Playa del Carmen, and Austin, as well as upcoming hotel launches with The Observatory, A Viceroy Resort in Sun Valley, Idaho and our forthcoming New York City flagship, Viceroy Park Avenue. Each offers a unique connection to the destination itself. That connection is important to us, because we understand that the people of the destination and the experiences they introduce you to make a stay memorable in ways a hotel cannot on its own. ‘A World Made By Many’ places a spotlight on these destinations.

Arash Azarbarzin, CEO of Viceroy Hotels & Residences

Across the series, each local maker showcases authentic experiences representative of the destination:

• Viceroy Park Avenue, New York City (Opening February 2027): 

  • Located just North of Viceroy’s forthcoming New York flagship, Italian tailor Max Girombelli of Duca Sartoria brings the city’s character into focus through the craft of bespoke dressing. Guided by generations of craftsmanship, traditions, and family history his work reflects the individuality of the wearer and the creative energy that is unmistakably Manhattan.

  • Celebrity hairstylist and wig maker Timur Sadyq approaches every cut as a conversation, listening as closely to the hair as he does to the person in his chair. Inspired by the city’s constant motion and capacity for reinvention, he sees his craft as inherently collaborative: shaped by clients, mentors and the fellow New Yorkers who move him through each day.

• Viceroy at Ombria Algarve, Portugal: 

  • In the Algarve’s inland countryside, beekeeper José Maria Martinez continues a family practice spanning three generations and nearly 1,000 hives. His philosophy is one of restraint: the bees are self-sufficient, and his role is simply to give them the space to produce rich honey while supporting the Algarve ecosystem. 

  • Nearby, Catarina Santos and Mário Santos share a winemaking story rooted in land that has remained in their family since 1500 and a vineyard revived in 2011.Together, their story reveals an Algarve beyond the coastline, shaped by patience, authenticity and the warmth of life on the land.

• Sugar Beach, A Viceroy Resort, St. Lucia: 

  • Chocolatier Kittle Symphorien grew up picking cocoa pods in her backyard in Soufrière. Today, she guides guests through a slow, entirely handmade bean-to-bar process in the property’s Cocoa Mill, transforming local cocoa and island fruit into chocolate while creating space for conversation and connection. 

  • Beneath the surface, ocean divers Vitus “Tòti” Joyeux and Elijah Jn Baptiste open another view of the island. With over six decades of combined expertise navigating this stretch of reef, the divers say no two descents feel alike– the water, the reef and the person experiencing it are always changing.

• The Observatory, A Viceroy Resort, Sun Valley, Idaho (Opening October 2026): 

  • Mountaineer Ed Viesturs, who has climbed all 14 of the world’s 8,000-meter peaks without supplemental oxygen, refuses to describe the mountain as something to conquer. Passage, in his view, is granted by the mountain, and the summit is only half the journey. Ed educates beginners and experts on the “brotherhood of the rope,” sharing his passion for adventure with those looking to go higher.

  • Night photographer Travis Amick offers a parallel lesson in attention. Raised beneath Idaho’s dark skies, he uses his camera as another set of eyes at night, revealing what is present but often unseen and encouraging others to look up with renewed wonder.

• Viceroy Chicago, Illinois: 

  • House music historian and producer Kevin “Mega” McFall traces the genre not only through sound, but through the inclusive communities that created and protected it. His work preserves the people, places and feeling at the heart of a movement born in Chicago. 

  • At the hotel, Beverage Director Sayo “Chi” Anise goes beyond standard mixology. She uses each drink as a catalyst for connection with guests and Chicago locals. Anise’s menus pair creative polish with Midwestern ease, drawing on her Caribbean upbringing where every gathering began by asking, “What’s your drink?”

Though their disciplines differ, the makers share a connection to knowledge passed through families, communities and generations. From Martinez's third-generation beekeeping practice to McFall's preservation of Chicago house music history, each experience gives guests an opportunity to spend time with the people carrying their traditions forward. A stay at Viceroy is the introduction to something deeper than the dive, the honey tasting, the music history, the shared drink and the night beneath the stars, it’s the connective tissue of unrivaled hospitality and human storytelling.

Our hotels are designed to hold a sense of place, but a place is ultimately made by the people in it. Their craft and history can’t be manufactured. We wanted the campaign to start with those people, their expertise, their stories, and what they can introduce guests to as they experience each destination.

Megan Mulholland, Senior Vice President of Brand Marketing & Wellnes

Through “A World Made By Many,” Viceroy invites travelers to follow curiosity beyond the expected and to meet the people who transform a map point into something personal. The result is a portrait of travel grounded in warmth, community and the understanding that a destination is never made by one story alone.

The campaign is now live at https://www.viceroyhotelsandresorts.com/world-made-by-many and will be featured across social media, and other channels. Travelers can book their own Viceroy experience directly by visiting https://www.viceroyhotelsandresorts.com/.