LE MERIDIEN PROPERTY PHOTOGRAPHY STYLE GUIDE AUGUST …€¦ · 2013–2014 starwood hotels & resorts worldwide, inc. ALL RIGHTS RESERVED. FOR INTERNAL USE: CONFIDENTIAL & PROPRIETARY

LE MERIDIEN PROPERTY PHOTOGRAPHY STYLE GUIDE

AUGUST 2014

PHOTOGRAPHY PROVIDES A NEW PERSPECTIVE. IT IS NEITHER EXPECTED NOR CONTRIVED IN STYLE. PROPERTY-BASED PHOTOGRAPHY SHOULD ENABLE THE GUEST TO DISCOVER THE HOTEL IN A UNIQUE WAY WHILE STILL OFFERING THE VISUAL INFORMATION HE OR SHE IS SEEKING.

CONTENTS BEST PRACTICES05 Standard Operating Procedures

FOUNDATION 08 Brand Tagline + Mission Statement 09 Core Values 10 Consumer Insight + Experience 11 Target Consumer 12 Target Consumer Qualities 13 Filters of Discovery 14 Positioning Summary

PHOTOGRAPHY DIRECTION16 Objective 17 Photography Style 22 Design Elements 25 Key Details

SHOT LIST28 Exterior 29 Arrival Zone 30 Lobby or Le Méridien Hub 31 Guestrooms 33 Standard Guestroom Bathroom 34 Special Rooms + Suites 35 Food + Beverage Venues 36 Cuisine 37 Fitness Centre 38 Meeting/Banquet Space 40 Discovery Images 41 Local Area 42 Pool 43 Spa 44 Business Centre 45 Unique Features 46 Do Nots 49 Contacts + Additional Information

©2013–2014 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. ALL RIGHTS RESERVED. FOR INTERNAL USE: CONFIDENTIAL & PROPRIETARY — MAY NOT BE REPRODUCED OR DISTRIBUTED WITHOUT WRITTEN PERMISSION OF STARWOOD HOTELS & RESORTS WORLDWIDE, INC.

CONTENTSPROPERTY PHOTOGRAPHY STYLE GUIDE

BEST PRACTICES

STANDARD OPERATING PROCEDURES

Photography is a key marketing asset. Securing high-quality, on-brand photography is a cornerstone of Starwood’s online strategy and has a proven return on investment. Given the current trends in consumer behavior on the Web and in social media, photography is proving to be more important than ever. To reflect this, we now have operating procedures to ensure on-brand compliance for all properties.

APPROVED PHOTOGRAPHERS Contact your Divisional Photography Representative for the latest Property Photography Style Guide and Photo Requirements updates to the style guide and photography requirements and to schedule a shoot with a brand-approved photographer. Divisional Photography Representative contact information is located on page 50 of this guide.

01 Property photography must be taken every five years. A property with photography older than five years must reshoot and remove the aged images.

02 Property photography must be taken prior to a new hotel opening and within 90 days of a renovation or a brand initiative launch. If photography is part of a brand initiative, this will be noted in the implementation communication and added to the Fee Matrix for launch.

03 All property photography shoots must be coordinated through the Divisional Photography Representative.

04 All property photography must be taken by a brand-approved photographer and must be contracted full buyout without expiration.

05 All photography must meet the style guidelines and shot list requirements outlined within this Property Photography Style Guide.

USING A PHOTOGRAPHER WHO IS NOT APPROVED BY THE BRAND WILL RESULT IN ALL IMAGES BEING REJECTED, AND THEY WILL NOT BE POSTED TO THE STARWOOD ASSET LIBRARY.


BEST PRACTICESPROPERTY PHOTOGRAPHY STYLE GUIDE

05

FOUNDATION

MARCEL PROUST

“DISCOVERY CONSISTS NOT IN SEEKING NEW LANDS BUT IN SEEING WITH NEW EYES”

BRAND TAGLINE + MISSION STATEMENT

DESTINATION UNLOCKED

Our mission is to expose the Curious and Creative-Minded Traveller to the most unexpected and engaging experiences their destination has to offer, inside and outside the hotel, so they leave feeling fulfilled, having made a unique discovery they can share at their next stop.


PROPERTY PHOTOGRAPHY STYLE GUIDEFOUNDATION

08

CORE VALUES

CHIC IS THE STYLEOriginal and sophisticated, refined and forward-looking.

CULTURED IS THE CONTENTThe brand’s passions are around culture, and they focus primarily on the arts and cuisine. Le Méridien Hotels & Resorts infuses these passions into everything in order to provide guests with cultured touch points at every turn.

DISCOVERY IS THE BENEFITProviding guests with the element of discovery is what differentiates Le Méridien Hotels & Resorts from other brands. Not everything should be taken at face value. Some things are better when seen from a new perspective.


FOUNDATIONPROPERTY PHOTOGRAPHY STYLE GUIDE

09

CONSUMER INSIGHT + EXPERIENCE

“When I travel, I want to discover what’s interesting and unique about my destination.”

WHAT DO I WANT TO EXPERIENCE?The most interesting culture, engaging art and unique cuisine my destination has to offer.

HOW DO I WANT TO FEEL?Excited, energised, uplifted and inspired.

WHAT DO I NEED FROM MY HOTEL?I travel the world and am always on the go, so I need the hotel to expose me to the most interesting and unique things to do and see, and I want to experience my destination whether I am there for business or pleasure.



10

TARGET CONSUMER

The Curious and Creative-Minded Traveller

CREATIVE Marked by the ability to bring something new into existence through imaginative skill

CURIOUSDefined by an urge to learn, discover and uncover new places, tastes, cultures and aesthetic experiences

COSMOPOLITANHaving worldwide, rather than limited or provincial, scope or bearing

CULTURE SEEKERPursues and exhibits enlightenment and excellence of taste acquired by intellectual and aesthetic exposure



11

TARGET CONSUMER QUALITIES

PASSIONATEThey are creative and well-informed and have a deep desire to experience the most interesting things life has to offer. They expect the best from themselves and the people and places they encounter.

FORWARD-LOOKINGCurious and open-minded, they value originality and are always on the lookout for the next unexpected experience.

PLUGGED-INOutgoing and accessible, they enjoy being connected to their networks, making both virtual and face-to-face contact with like-minded people throughout their travels.

ON THE GOThey are extremely mobile global travellers with a desire to make the most of the time they have.

12©2013–2014 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. ALL RIGHTS RESERVED. FOR INTERNAL USE: CONFIDENTIAL & PROPRIETARY — MAY NOT BE REPRODUCED OR DISTRIBUTED WITHOUT WRITTEN PERMISSION OF STARWOOD HOTELS & RESORTS WORLDWIDE, INC.


FILTERS OF DISCOVERY

Seen through a distinctly European lens of timeless, chic and innovative perspectives on modern travel, our three unique filters help us clarify the experiences and offerings that will deliver on our promise of discovery.

Encompassing our modern classic design sensibility, inherent passion for culture, the arts and cuisine, and a commitment to the highest standards of service, this distilled vision creates clear pathways for discovery that guide our brand and our guests.

TASTE THE UNCOMMON

Innovative flavours and creative presentations transform our carefully

curated fare into a sensorial spectacular.

COORDINATES CULTURE CUISINE

DISCOVER YOUR SURROUNDINGS

A distinctive point of view connects our guests with original experiences

in every place.

PROGRAMMES

Cultural Concierge / GPSSocial Media

Local Discovery Tours

PROGRAMMES

New Perspective EventsCreative Canvas

01 ScentUnlock ArtArrival Art

PROGRAMMES

ÉclairSignature Breakfast

Eye Openers illy Coffee

Taste of DiscoveryLatitude/Longitude Bar

Sparkling

UNCOVER THE SIGHTS, SOUNDS AND AROMAS

With a focus on the unexpected, we offer

engaging programmes that are as authentic as they are inspiring.



DESTINATION UNLOCKED

Our mission is to expose the Curious and Creative-Minded Traveller to the most unexpected and engaging experiences their destination has to offer, inside and outside the hotel, so they leave feeling fulfilled, having

made a unique discovery they can share at their next stop.

POSITIONING SUMMARY

TASTE THE UNCOMMON

Innovative flavours and creative presentations transform our carefully

curated fare into a sensorial spectacular.

COORDINATES CULTURE CUISINE

DISCOVER YOUR SURROUNDINGS

A distinctive point of view connects our guests with original experiences

in every place.

PROGRAMMES

Cultural Concierge / GPSSocial Media

Local Discovery Tours

PROGRAMMES

New Perspective EventsCreative Canvas

01 ScentUnlock ArtArrival Art

PROGRAMMES

ÉclairSignature Breakfast

Eye Openers illy Coffee

Taste of DiscoveryLatitude/Longitude Bar

Sparkling

UNCOVER THE SIGHTS, SOUNDS AND AROMAS

With a focus on the unexpected, we offer

engaging programmes that are as authentic as they are inspiring.



PHOTOGRAPHY DIRECTION

The objective of Le Méridien Property Photography Style Guide is to provide guidelines for maintaining visual consistency across all Le Méridien communications. This document is to be used by the brand, properties and photographers to photograph Starwood properties for Le Méridien website (lemeridien.com), sales and marketing tools and the Starwood Asset Library.

Le Méridien photography reflects the brand’s core values of chic style and cultured content while satisfying customers’ curiosity for our brand experience in a way that speaks to their sense of discovery and creativity.

Images should be sophisticated, contemporary and aesthetically pleasing – never artificial or overly dramatic. Each image aims to portray the property as a destination.

Discovery moments that are integral to the design, as well as differentiating cultural nuances, should be captured in the photography.

OBJECTIVE

©2013–2014 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. ALL RIGHTS RESERVED. FOR INTERNAL USE: CONFIDENTIAL & PROPRIETARY — MAY NOT BE REPRODUCED OR DISTRIBUTED WITHOUT WRITTEN PERMISSION OF STARWOOD HOTELS & RESORTS WORLDWIDE, INC. 16

PROPERTY PHOTOGRAPHY STYLE GUIDE


PHOTOGRAPHY STYLE

Property photography should capture the most unique and directional spaces and architectural details of the hotel, with an emphasis on the design. Images should be exceptionally vibrant portrayals of our spaces. Content and use may vary, but these principles apply to every image:

01 Thoughtfully composed

02 Evident subject matter

03 Design as hero

04 Purposeful camera angles

05 Vibrancy of colour and texture

Le Méridien property images are diverse, delivering the brand promise to expose our guests to the most unexpected and engaging experiences by providing a new perspective on their destination. The photographic style is sophisticated and contemporary, and it clearly and concisely represents our spaces with an emphasis on design.




Cropping can turn a standard property image into one with impact:

Artfully reposition an average space to an expected place in the composition.

Use cropping to improve framing and accentuate the subject matter.

Wherever applicable, provide sufficient visual information while still leaving something to the imagination.

PHOTOGRAPHY STYLE – CROPPING




PHOTOGRAPHY STYLE – LIGHTING

Light should be evenly distributed throughout the room, with no hot spots or dramatic shadows.

The tone should be editorial rather than documentary, as if shooting one feature while capturing the whole space.

Use available light whenever possible, with minimal fill.

Spaces should appear crisp to emphasize vibrancy.

Avoid glares, glows, feathering, blurring and other special effects.

Avoid harsh, rigid lighting either from flash or natural streams.

PROPERTY PHOTOGRAPHY GUIDELINES



PHOTOGRAPHY STYLE – STYLING

FOR GUIDANCE ON THE APPROPRIATE BRAND STYLING FOR THE SPACE, PLEASE REFER TO LE MERIDIEN STYLING GUIDE

Spaces should remain unadulterated, minimal and authentic. Don’t embellish with excessive amenities, promotional materials, flower displays, open books with reading glasses, bows and ribbons on the backs of chairs or drinking glasses perched on a cocktail table.

Keep spaces clean and pillows fresh and fluffed. Remove collateral, toys and branded items. The space should be portrayed as the designer left it.

All props should be appropriate to the brand and already present in the space, not added in to clutter the image. The space should speak for itself.

Any old branding items or collateral left over from before the 2014 Refresh should be eliminated.

No additional styling should be added during the photo shoot.

LE MERIDIEN HUB SPACES MAY BE MORE STYLIZED THAN MOST SPACES IN THE HOTEL PER THE DESIGN STANDARDS FOR THESE SPACES. THIS STYLING SHOULD NOT BE REMOVED. WE ARE REFERRING TO ADDITIONAL STYLING ABOVE AND BEYOND WHAT’S TYPICALLY PRESENT.




PHOTOGRAPHY STYLE – BOTANICALS

Photography should not focus on botanicals. They should be used sparingly as pops of colour or accents in an image.

Flowers should compliment a space and should not detract attention from the space itself.

Botanicals must be placed with impeccable taste and must be consistent with those found in the hotel by a guest.

Use botanicals only where necessary and where approved by Global Brand Design.

Use simple, monochromatic floral arrangements with a variety of species.

Never use florals in guestrooms.




DESIGN ELEMENTS

The key design elements of colour, material and texture are uniquely Le Méridien and should be captured in property photography.




Colour can highlight key elements within a space, an interesting piece of furniture or an art installation.

Le Méridien property photography must employ strong, significant colour with good contrast.

DESIGN ELEMENTS – COLOUR




Texture is a tactile experience that brings warmth to the visual palette at Le Méridien properties. Capture instances where materials and textures play an important role in the design of a space.

Smooth surfaces, natural wood and stone and soft and sueded finishes create dimension and visual interest. Look for the juxtaposition of old and new or modern and contextual elements that speak to the brand aesthetic.

DESIGN ELEMENTS – TEXTURE + MATERIALS

THE IMAGES TO THE RIGHT ARE FOR INSPIRATION




KEY DETAILS

All areas to be photographed must be thoroughly cleaned beforehand.

Check that all lights in the hotel space are working and are consistent in lighting temperature.

Confirm that all linens and drapes are freshly hand ironed without wrinkles or have press pleats. Hand ironing is always preferred.

Predetermine the best shots to take during the day, at night or at dusk. The general rule is bars at night, guestrooms during the day. Exteriors often look their best and most dramatic at dusk.

Remove extra functionality features such as exit signs, vents, sprinklers and switches in postproduction.

DO NOT Use models, people or associates in photography. People often make shots look posed, distract attention from facilities, date a photograph and require additional clearance.

DO NOTAdd personal effects or other props that are not present when a guest first enters the room. Keep the elements of the shot simple and the number of elements to a minimum.

DO NOT Use effects of any kind, including vignetting, blurs, feathering, texturing, borders, enhanced colours, etc.

DO NOT Overstyle or include any extra props such as flowers, personal effects, bedding, food or food arrangements in guestrooms – or even in food and beverage venues.

DO NOT Place candles in guestrooms.

DO NOT Show third-party brands in the images.




25

SHOT LIST

REQUIRED FOR ALL

HOTEL EXTERIOR01 SHOT MINIMUM

ARRIVAL ZONE01 SHOT MINIMUM

LOBBY OR LE MERIDIEN HUB01 SHOT MINIMUM

GUESTROOMS01 SHOT MINIMUM OF EACH ROOM TYPE

STANDARD GUESTROOM BATHROOM01 SHOT MINIMUM

SPECIAL ROOMS + SUITES01 SHOT MINIMUM OF EACH ROOM TYPE

FOOD + BEVERAGE VENUES01 SHOT MINIMUM OF EACH

CUISINE01 SHOT MINIMUM

FITNESS CENTRE 01 SHOT MINIMUM

MEETING/BANQUET SPACE01 SHOT MINIMUM OF THE LARGEST SPACE

DISCOVERY IMAGES03 SHOTS MINIMUM

LOCAL AREA01 SHOT MINIMUM

REQUIRED IF PROPERTY HAS THESE FEATURES

POOL01 SHOT MINIMUM OF EACH (IF MULTIPLE)

SPA01 SHOT MINIMUM OF SPACE + 01 SHOT MINIMUM OF TREATMENTS

BUSINESS CENTRE 01 SHOT MINIMUM

UNIQUE FEATURES 01 SHOT MINIMUM OF EACH

These photography standards ensure that all key elements of the hotel or resort are represented as lifestyle spaces. Each shot is explained in more detail on the following pages.

SHOT LIST



THE FOLLOWING ARE ONLY THE MINIMUM REQUIRED NUMBER OF PHOTOGRAPHS PER AREA. MULTIPLE SHOTS ARE ENCOURAGED.

SHOT LIST

HOTEL EXTERIOR

01 SHOT MINIMUMCAPTURE THE VIEW THAT THE GUEST WILL EXPERIENCE. SCOUT A LOCATION WHERE YOU CAN CAPTURE THE BUILDING IN THE MOST ICONIC AND ATTRACTIVE MANNER POSSIBLE.

If a property’s architecture is undistinguished or the surroundings are unflattering, shoot only the façade. Focus on the design details found in and around the building.

Use perspective to showcase the property in its best light.

Take advantage of the light; shoot early in the day and/or early in the evening to utilize clear skies and lights.

Capturing the overall setting of the hotel can enhance its appeal. If the hotel is in a unique destination, be sure to capture it within the context of its distinct surroundings.

If possible, shoot in both horizontal and vertical formats.

If possible, capture logo of Le Méridien somewhere within the shot.

DO NOTDo not use images where other buildings, cars, parking lots and roads are highlighted instead of the façade of the building.

Do not use harsh lighting or a façade in shadow.



SHOT LIST

ARRIVAL ZONE

01 SHOT MINIMUMTHE ARRIVAL ZONE IS A KEY BRAND DIFFERENTIATOR FOR LE MERIDIEN. HIGH-IMPACT CURATED ART CREATES A UNIQUE SENSORIAL ENVIRONMENT AT THE ENTRY, RECEPTION AND CONCIERGE AREAS. THE DEPICTION OF THIS EXPERIENCE IS CRUCIAL TO OUR GUESTS’ OVERALL IMPRESSION OF THE HOTEL.

Focus on the overall area.

Capture the lighting and design features that make the space unique.

Show only a limited number of botanicals; they should not overpower the space.

DO NOTDo not stage people next to artwork.



SHOT LIST

LOBBY OR LE MERIDIEN HUB

01 SHOT MINIMUMLE MERIDIEN HUB IS A UNIQUE GATHERING SPACE FOR CREATIVE MINDS, MERGING OUR CURATED ARRIVAL EXPERIENCE AND COSMOPOLITAN COFFEE CULTURE.

Use a balanced combination of furniture and accessories to highlight the Hub’s unique design.

Use perspective to give the lobby depth and dimension.

Secondary detail shots are encouraged. Focus on distinctive furniture design, high-impact artwork, coffee culture, installations and the various seating types (collective, communal and coffeehouse-style seating) in the interactive zone, when applicable.

Styling should be clean and edited.

Throw pillows should always be styled correctly, and candles should be lit, spaced out and not overdone.

Consider shooting this space during the day and at night to highlight the transformative nature of our Latitude and Longitude Bars.



SHOT LIST

GUESTROOMS

01 SHOT MINIMUM OF EACH ROOM TYPETHE FIRST PRIORITY OF GUESTROOM PHOTOGRAPHY IS TO SHOW THE STANDARD ROOM OFFERED.

Le Méridien requires an overall image of each unique guestroom type.

The guestroom should look pristine, as a guest would encounter it upon arrival.

The guestroom should showcase the best room view and lighting conditions possible.

If a signature landmark is an important view, be sure it is clearly visible.

The foreground should be clear of walls, plants and other obstructions.

Highlight any special design features.

Press curtains and linens.

The image should be clear of unnecessary amenities.

Crop the room so that only a portion of the bed is showing.

Electronics in the shot can date the image, so avoid shooting telephones and televisions. If you must show a television, make sure it is turned off and not a prominent feature.

DO NOTDo not use angles from above that remind guests of views from security cameras.

Do not add props such as trays, bathrobes, suitcases, fruit baskets or flowers.

Promotional materials and collateral should not be placed in the photograph. They quickly date a photo and are seen as a marketing device, which may have negative connotations.

Avoid fixtures such as outlets, thermostats and other unsightly room features.

Do not show the entire room in a single shot; leave something to the imagination.



SHOT LIST

GUESTROOMS (CON’T)



SHOT LIST

01 SHOT MINIMUM GUESTROOM BATHROOM PHOTOGRAPHY SHOULD HIGHLIGHT CONTEMPORARY STYLE AND ILLUSTRATE QUALITIES OF CLEANLINESS AND SPACIOUSNESS.

Remove any collateral materials, unnecessary amenities and accessories.

Show connection to the room when a bathroom is open to the space.

Highlight any special design features, such as natural light, views, technology, design installations, etc.

DO NOTDo not focus on staged displays of towels or amenities.

Avoid awkward angles and shooting the toilet, plugs, trash can, clutter and robes.

Avoid harsh or bad lighting.

STANDARD GUESTROOM BATHROOM



SHOT LIST

01 SHOT MINIMUM OF EACH ROOM TYPE SUITES AND HIGHER-END CLASSES SHOULD BE DEPICTED FOR UP-SELL RESEARCH. IMAGES SHOWING DIFFERENCES AND UNIQUE FEATURES ARE ESSENTIAL.

Suite photography should follow the same guidelines as guestroom photography (refer to page 31).

Photograph each of the different categories of suites.

Capture each individual room space in the suite (indoor and outdoor) to show the features that make it unique.

Focus on design details and architecture, if distinctive.

The view from the suite should be captured, if applicable.

DO NOTDo not overly stylize the room or fill it with flowers, fruit baskets, etc.

SPECIAL ROOMS + SUITES



SHOT LIST

01 SHOT MINIMUM OF EACHHIGHLIGHT THE SPECIAL FEATURES OF EACH FOOD AND BEVERAGE VENUE, INCLUDING VIEWS, AND SHOW THE UNIQUE DESIGN FEATURES IN CONTEXT. CREATE THE IMPRESSION OF A DRAMATIC SPACE THAT IS BOTH COMFORTABLE AND INVITING.

Since these spaces are filled with tables and repetitive objects, keep styling to a minimum and remove tables or settings to simplify, if needed.

Set tables simply, even minimally.

If showing napkins, flat napkins are preferred.

Capture the architectural and design details that convey impeccable service and taste.

Consider showing just a vignette, rather than a wider shot.

Shoot secondary imagery if there are several unique areas of the same space.

Remove all tent cards, paper menus, specials lists, collateral and clutter.

DO NOTDo not focus on excess props, ornate napkins or flowers.

FOOD + BEVERAGE VENUES



SHOT LIST

01 SHOT MINIMUM CUISINE IS AT THE CORE OF LE MÉRIDIEN FOOD AND BEVERAGE PROGRAMMING – FROM SIGNATURE BREAKFAST AND ÉCLAIR TO SPARKLING AND EYE OPENERS – AND COMBINES CLASSIC TECHNIQUES WITH A DECIDEDLY MODERN TWIST.

All food and beverage shots should focus on presentation, rather than close-up details of the food itself.

Food and beverages should look fresh and have vibrant colours.

Capture the way a dish is plated cleanly and in an appetizing way.

Compositions should be simple, clean and clutter-free.

Lighting should be clean and vibrant; the colour should come from the food, not from the lighting.

The surfaces and backgrounds should be soft and bright, with a minimal number of objects and textures.

DO NOTDo not shoot at angles or with a wide-angle lens that might distort the image. Food and beverages should be shot straight on or from overhead.

Do not shoot extreme close-ups or use very shallow depth of field, which adds blur effects that distort food.

Do not use collateral in food shots.

Do not use utensils on plates or touching food.

Never use hands or any motion such as serving, pouring or posing in images.

Do not overuse props.

CUISINE



SHOT LIST

01 SHOT MINIMUM SINCE THE FITNESS SPACE CAN BE DIFFICULT TO CAPTURE, FOCUS ON KEEPING SHOTS SIMPLE AND CLEAN.

Prior to the shoot, have all of the equipment cleaned, and inspect the entire facility to ensure that it is at its best.

Use a tight composition; do not attempt to document the entire space.

If the fitness centre has a view, focus on it.

Shoot at the eye level of the viewer – keep the camera lens on a plane that is flat to the room.

Keep all lines straight and props to a minimum.

Turn televisions and monitors off.

DO NOT Do not photograph unappealing rooms, standing models and unsavory attire.

Avoid the use of models unless they are blurred, in shadow or cropped.

Do not shoot virtual tours of fitness centres.

FITNESS CENTRE



SHOT LIST

01 SHOT MINIMUM OF THE LARGEST SPACE SHOOT TO MAKE THE MEETING ROOM OR BANQUET SPACE LOOK BRIGHT AND INVITING, THE PERFECT VENUE FOR A MEETING OR EVENT.

MEETING ROOMArrange the furniture to complement the attributes of the meeting room.

Ensure that the conference table and any glassware are clean and polished.

As part of our sustainable meeting standards, use only glass water pitchers, accompanied by a drinking glass at each setting, for the setup.

If table linens are visible, make sure that they have been steamed and hand pressed.

Begin with a stark, minimal setting, and add in with each subsequent shot.

If possible, take multiple shots of the variety of setups available in the space, and if the budget allows, capture each meeting and event space available in the hotel.

MEETING/ BANQUET SPACE



SHOT LIST

MEETING/ BANQUET SPACE (CON’T)

BANQUET

A banquet room does not need to be fully set up to show off the many features it has to offer. Keep the space elegant and show the room itself, not just the setups.

To keep the shot clean, use fewer place settings than would typically be used.

Keep setups simple and minimal to convey taste and efficiency.

Flat napkins are preferred.

Size floral centerpieces appropriately for the tables.

Focus on either conveying space or highlighting table settings, never on both at once.

If there is a remarkable design detail or view, focus on it as the highlight of the photo.

DO NOTDo not show easels, projectors, projections or projection screens, A/V equipment or cords.

Do not show televisions turned on.

Do not prop excessively or make the space look cluttered.

Do not show food or drink in the shots.



SHOT LIST

03 SHOTS MINIMUM THESE IMAGES ARE A WAY TO EVOKE A SENSE OF DISCOVERY THAT WILL PIQUE OUR GUESTS’ CURIOSITY. THEY ARE INQUISITIVE AND ARTFUL, ENCOURAGING THE VIEWER TO LOOK LONGER AND DISCOVER MORE DEEPLY.

Use unexpected perspectives, abstractions, reflections and a sense of exploration to find a new way to visualize the aesthetic of a property.

Shooting from an atypical viewpoint is strongly encouraged. Looking up, from above and through something are perspectives to consider.

Reflections can add dimension and interest.

Mirrors offer a new way of seeing things while providing a glimpse back into the open space for further discovery.

At night windows can play with distant lights or scenes, while reflecting interiors in a new way.

DO NOTDo not use stock images that would typically be found in local tourist brochures.

DISCOVERY IMAGES



SHOT LIST

01 SHOT MINIMUM PROVIDING IMAGES THAT FOCUS ON THE SURROUNDINGS OF THE HOTEL CAN CAPTURE THE EXPERIENCE AND ALLURE OF THE PROPERTY AND ALSO ILLUSTRATE HOW GUESTS CAN UNLOCK THEIR DESTINATION.

Focus on external architectural and design feature details such as great views from the property.

Views from the hotel to an open square connected to the hotel or a landmark are great examples.

If the budget allows, it may be possible to achieve greater aspirational impact by photographing surrounding landscapes, cultural destinations or landmarks.

Images should be framed in a natural, personal way.

Images should be interesting, as opposed to mass-market, stock-like and popular.

It is desirable to have shots with a common theme or colours.

If a beach is visible, make sure that the sand has been raked and is clean.

Beach furniture should be arranged in a pleasing composition.

Outdoor furniture of poor quality should be removed and should not be shot.

LOCAL AREA



SHOT LIST

01 SHOT MINIMUM OF EACH (IF MULTIPLE)FOCUS ON THE POOL SURFACE, THE LOCATION AND THE SKY TO SHOW THE SPACE BOTH OVERALL AND IN THE CONTEXT OF ITS ENVIRONMENT.

Swimming pools can be shot in daylight or at night.

Highlight any design features of the pool area.

The pool area and the pool itself should be pristinely clean and in full working condition.

Keep propping and styling uniform and to a minimum.

Make sure all chairs and umbrellas are perfectly aligned.

Capture any visible city views.

DO NOTDo not photograph cluttered areas or unclean surfaces, which detract from a pool area’s appeal.

POOL

THIS SHOT IS ONLY REQUIRED IF PROPERTY HAS THIS FEATURE



SHOT LIST

01 SHOT MINIMUM OF SPACE + 01 SHOT MINIMUM OF TREATMENTSSPA IMAGES SHOULD HIGHLIGHT THE OVERALL SPACE AND CAPTURE ANY FEATURES THE SPA MAY OFFER.

Images should always be clean and minimal in composition.

Lighting should be natural to the space.

Photos should not feel too Zen-like.

Symmetrical shots work well to give the feel of balance and calmness.

DO NOTDo not use people or models in spa shots.

Avoid typical spa images of models receiving treatments.

Avoid spaces propped with flowers, or jars of oils and perfectly propped towels.

SPA




SHOT LIST

01 SHOT MINIMUMSHOOT TO MAKE THE BUSINESS CENTRE LOOK BRIGHT AND INVITING, THE PERFECT PLACE TO WORK OUTSIDE OF THE OFFICE.

If the property has a modern and well-designed business centre, it should be photographed as a space.

Arrange the furniture to complement the attributes of the meeting room.

If curtains are visible, make sure that they have been steamed and hand pressed.

Hide any A/V equipment and cords. Begin with a stark, minimal setting and add in with each subsequent shot.

DO NOTDo not show easels, projectors, projections or projection screens.

Do not show televisions turned on.

Do not prop excessively or make the space look cluttered.

BUSINESS CENTRE




SHOT LIST

01 SHOT MINIMUM OF EACHCAPTURE UNIQUE FEATURES AND AREAS THAT MAKE THE PROPERTY NOTABLE AND DISTINCTIVE.

Unique features include the Kids Club, tennis courts, golf, activities, attractive grounds and courtyards, verandas and all other marketable spaces in the hotel and surrounding area.

Highlight any design elements or areas that express the energy and dynamism of the brand.

Focus attention on the details of the finishes and the choice of materials, if applicable.

UNIQUE FEATURES




SHOT LIST

DO NOTS

DO NOTS

THESE ARE EXAMPLES OF WHAT SHOULD BE AVOIDED WHEN PHOTOGRAPHING PROPERTIES.

Do not tilt images.

Do not include food or food displays.

Do not present an overly retouched image.

Do not style in a way that causes images to look busy and unnatural.

Do not make small use of a huge space.

Do not shoot spaces where less-than-desirable furniture is used.

Do not show electronics that may date the spaces.

Do not have televisions turned on in any area of the hotel.

Do not allow for the display of unflattering finishes, such as drop ceilings.

Do not show too much ceiling or floor.

Do not use fill lights in a way that results in a flatly toned image.

Do not project anything onto screens.


DO NOTSPROPERTY PHOTOGRAPHY STYLE GUIDE

47

DO NOTS (CON’T)

THESE ARE EXAMPLES OF WHAT SHOULD BE AVOIDED WHEN PHOTOGRAPHING PROPERTIES.

Do not shoot angles that fail to highlight the space.

Do not show people in any images.

Do not use tricks to show more of the space than can be naturally photographed. Vignettes of smaller, distinct spaces are preferred.

Do not use a wide-angle lens or distort or skew images.

Do not use dramatic lighting or lighting that creates stark contrast.

Do not add personal effects or other props that are not present when a guest first enters the room.

Do not use obvious subjects or take photos of surrounding areas that look like cheap postcards.

Do not show religious icons.

Do not enhance colours to make them brighter.

Do not shoot linens (table, bed, etc.) that have not been pressed.

Do not have obstructions, such as plants, walls, pillars or drapes, in the foreground.


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CONTACTS + ADDITIONAL INFORMATION

The Starwood Global Brand Design Group oversees and coordinates photography across all of Starwood’s brands. Global Brand Design is responsible for ensuring that photography standards are maintained.

Global Brand Design can provide additional assistance for properties that are planning photography or scheduling shoots. A full contact list is provided below.

CONTACT LISTGeneral inquiries relating to property photography: [email protected]

Jonathan Phillips Photography Manager Global Brand Design Group T +1 203 964 4496 [email protected]


VIRTUAL TOURSVirtual tour shoots must be shot by a brand-approved vendor. A shoot can be booked by contacting your divisional photography representative listed below. Shoots can be booked in blocks of five or ten.

BEST IN CLASSTo search for Best in Class images on the Asset Library, type #BestinClass in the keyword field under the search tab.

DIVISIONAL REPRESENTATIVES:EAME – Natan Schauder: [email protected]

LAD – Claudia Kurten: [email protected]

AP – Xinyan Fang: [email protected]

NAD – Suzanne Cohen: [email protected]




THANK YOU


Documents

LE MERIDIEN PROPERTY PHOTOGRAPHY STYLE GUIDE AUGUST …€¦ · 2013–2014 starwood hotels & resorts worldwide, inc. ALL RIGHTS RESERVED. FOR INTERNAL USE: CONFIDENTIAL & PROPRIETARY