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SPOTLIGHT ON Azadeh Hawkins, Creative Director, Montage International

By Sharon Hirschowitz

 

Azadeh will be speaking on the Partnerships – Expand your Narrative panel at the International Luxury Hotel Association’s INSPIRE’19 event where she will share how she lead the Pendry Hotels & Resorts’ collaboration with like-minded partners and also Montage International, to create unique experiences for their guests.

What is the brand philosophy behind Montage International?
eriences to enrich our guests lives and inspire a life, well lived.


How have you incorporated your guest's journey into this ethos?

We are always thinking of and creating unique moments and experiences that our guests can discover throughout their stay. This creates a sense of discovery that is authentic to the destination they are visiting.


How have you used design to support your social media strategy?

We are focused on designing interesting spaces that are inspiring and comfortable for our guests and we find unique places to elevate the design in some way to allow the guest an opportunity to capture a moment they may want to share. For example, we have a partnership with Moët Hennessy, and in every Pendry Hotel you will find a Moët Champagne vending machine, this has become one of our most “Instagrammable” moments to discover when guests visit our hotel, using the hashtag #Champendry.


What successful brand partnerships have you worked on with Montage and Pendry? What do you look for in a good partner?
Over the last few years, I have been heavily involved in growing the Pendry Hotels & Resorts brand with creative design, experiences and concepting partners, collaborating with Michael Fuerstman, co-founder and creative director of Pendry Hotels & Resorts. Now on the Montage brand, I am looking at ways to continue to enhance the guest experience and bring in ultra-luxury brand wide partners. We have been doing some great collaborations for both brands. Pendry Hotels & Resorts brand partners have been MiN for our amenity program, Lunya for bathrooms in our guest rooms, Vittoria Coffee for both Pendry and Montage, and Stance x Pendry socks.  We have an incredible partnership with Cadillac for both Montage and Pendry. We just did a summer pop up with Chef Ludo Lefebvre at Montage Beverly Hills. We seek partners that can bring unique experiences and products to our guests and we enjoy the creative process which allows us to collaborate with our partners on unique offerings to provide our guests and residents.


How have you created personalized experiences for guests to give them an unparalleled experience?
We program each destination to be very authentic and unique to its locale. In turn, we give our guests a view of the local arts and culture that they might not have found on their own.