Belmond Redefines Travel Photography Through Artistic Collaboration

Belmond, a prominent luxury hospitality enterprise, is embarking on a transformative journey to reimagine travel photography. By collaborating with leading image-makers, the brand seeks to move beyond traditional commercial depictions, embracing a more profound, artistic, and subjective portrayal of its exquisite properties and global destinations. This innovative strategy aligns with a growing consumer desire for authentic experiences over material possessions, positioning Belmond at the forefront of cultural engagement within the luxury travel sector.

Luxury Brand Belmond Pioneers Experiential Photography with Global Artistic Ventures

In a groundbreaking move, Belmond, a global leader in luxury travel, is championing a new era of travel photography that prioritizes artistic interpretation over conventional commercial imagery. Arnaud Champenois, Belmond's global head of brand, marketing, and communications, highlights that this shift emerged organically from the brand's core identity, which is deeply rooted in hospitality and unparalleled luxury experiences across two dozen countries. Belmond, celebrated for its iconic hotels and legendary trains, aims to perpetuate the 'art of travel' by shaping its future through contemporary photography.

This pioneering initiative commenced in 2022 with the launch of the 'Belmond Legends' project. Esteemed photographers such as Francois Halard, Chris Rhodes, Letizia Le Fur, and Coco Capitán were granted creative freedom to capture six of Belmond's most celebrated venues and trains. The resulting series, unveiled in April 2023, presented highly personal and distinct perspectives of these magnificent locations, transforming each into "a destination as seen through the very personal and daring lens of a photographer," according to Champenois.

Building on this success, Champenois and his team forged a partnership with French publisher RVB Books to introduce an ongoing series titled 'As Seen By'. This collection of photobooks includes captivating works like Le Fur's portrayal of Caruso, a former palace on the Amalfi Coast, and Capitán's evocative journey on the Venice Simplon-Orient-Express from Paris to Venice. Other notable contributors to this series include Stefanie Moshammer, Rosie Marks, and Thomas Rousset, with Colin Dodgson's recent publication capturing the Andean Explorer train in Peru. These commissions represent a distinctive and unconventional approach to the genre, moving far beyond typical corporate communications.

Champenois notes that travel photography has historically been confined to a commercial, less artistic sphere. Belmond's vision is to collaborate with exceptionally talented individuals to define the future of this genre. The initiative has garnered such prestige that renowned photographers are now actively seeking collaborations with the brand.

Beyond the photobook series, Belmond has significantly expanded its artistic endeavors. Complementing the initial 'Belmond Legends' project, the brand commissioned four Mexican artists—Patricia Lagarde, Javier Hinojosa, Ilán Rabchinskey, and Margot Kalach—to photograph the Riviera Maya, Yucatán Peninsula, coinciding with the reopening of Belmond's Maroma hotel. The striking works were showcased at prestigious international art events, including Art Basel Miami Beach in December 2022, ZONAMACO in Mexico City in February 2023, and Photo London in May 2023. This marked the beginning of an enduring collaboration with Photo London, with Belmond serving as a presenting partner of the fair since 2023, offering crucial support and exhibiting its new commissions.

In a further testament to its commitment to art, Belmond will host its own booth at Paris Photo this year, following a joint presentation with RVB Books in 2024. Champenois emphasizes the goal of engaging with top-tier partners to support and amplify the work of contemporary photographers. He views art fairs as invaluable platforms that extend beyond photography, facilitating connections with specialized audiences and enriching the brand's experiential narrative.

Recently, Belmond, in collaboration with Paris's 20XX cultural agency, unveiled the Belmond Photographic Residency at Photo London in 2024. This annual open-call competition, designed to foster emerging image-makers, attracted over 800 submissions. A distinguished panel of judges, including Simon Baker, director of the Maison Européenne de la Photographie, and Carla Sozzani, founder of Fondazione Sozzani, selected Mexican artist Cecy Young as the inaugural winner. Young received a month-long residency at Castello di Casole, a medieval castle transformed into a hotel, a €15,000 grant, and valuable photography mentorships. Her captivating portfolio will join the 'Belmond Legends' series and be launched as a book by RVB at Paris Photo.

Champenois highlights that Young's work, which explores her personal experience of the property, the local community, events, nature, and cuisine, serves as a profound source of inspiration for travelers. This initiative underscores the brand's belief that people are increasingly seeking experiences rather than material possessions, and Belmond aims to vividly portray this lifestyle. Applications for next year's residency will open in the autumn.

Belmond's future plans also include a significant commission centered around the Britannic Explorer, a new luxury sleeper train set to launch in England and Wales in early July 2026. The Explorer will feature three distinct routes, venturing into Cornwall, Wales, and the Lake District, offering opulent six-night journeys from London to Cornwall or Wales, priced at £12,600. These journeys will include gourmet meals prepared by acclaimed chef Simon Rogan and exclusive off-train experiences, such as a visit to Hauser & Wirth Somerset.

Belmond's broader strategy involves communicating through cultural projects rather than conventional advertisements, emphasizing experiences over products. This approach resonates with wider shifts within the luxury market, particularly influenced by its acquisition by LVMH in 2018. LVMH, a conglomerate behind prestigious fashion houses like Louis Vuitton and Christian Dior, and Champagne producers such as Moët and Ruinart, has a rich history of art patronage. Initiatives such as the Dior Photography and Visual Arts Award for Young Talents and the Prix Maison Ruinart for emerging photographers exemplify this cultural commitment.

Champenois notes that Belmond, as one of LVMH's more recent acquisitions and its first lifestyle and travel brand, represents a natural extension of the group's cultural emphasis. He explains that fashion designers, often viewed as artists, inherently adopt a cultural approach, influencing various fields. This cultural focus, now accelerated as a communication factor, allows Belmond to offer guests something distinct and personal, expressing creativity beyond conventional marketing. Champenois believes that travelers today seek to immerse themselves in local communities, artistic scenes, and natural environments. Photography, he asserts, is the optimal medium to capture these holistic experiences, demonstrating what awaits travelers with Belmond while subtly supporting art and culture to engage diverse audiences.