Beverly Hills Launches Definition of Luxury Campaign

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Beverly Hills is an iconic spot for luxury (hello, Rodeo Drive!) and now, 12 celebrity tastemakers are setting out to show makes our beloved SoCal city so special.

Interior designer Kelly Wearstler, stylist Rachel Zoe, personal trainer Gunnar Peterson, master chef Curtis Stone, Hilton & Hyland co-founder Jeffrey Hyland, MAD Architects founder Ma Yansong, artist Vanessa Prager, Chris Ford, the Executive Pastry Chef at Beverly Wilshire, Olivier Quignon, Executive Chef at L’Ermitage Beverly Hills, Erika Tucker, Chef de Cuisine at Montage Beverly Hills, Stephanie Boswell, Executive Pastry Chef at The Peninsula Beverly Hills and Agberico NunziataExecutive Chef at The Beverly Hilton have partnered with the Beverly Hills Conference & Visitors Bureau to launch the multi-channel Definition of Luxury campaign, which will include a published book and digital content, reinforcing the city as the leading destination of luxury.

This initiative comes as a follow-up to the release of BHCVB’s global trends report, The Future of Luxury, which takes a look at current luxury trends and those to come. The Definition of Luxury takes a personal approach to inspire and influence the fields of cuisine, hospitality, fashion, wellness, art, design, architecture and real estate. The tastemakers who provided their definitions and how they are inspired by Beverly Hills include:

“Beverly Hills is luxury,” said Julie Wagner, Chief Executive Officer of BHCVB.  “In the wake of the completion of our Future of Luxury global trends report, this campaign reiterates the positioning of Beverly Hills as a leader of luxury and taps top influencers and celebrity tastemakers who have an affinity for the pillars that the city is founded upon, and also have an overall love for the destination.”

“Beverly Hills definitely embodies those classic and timeless principles,” said Zoe. “I think [the city] will always embody that luxurious, old Hollywood sensibility and will forever remain an iconic luxury and travel destination.”

Designer Wearstler, who recently led the redesign for the Viviane restaurant at Avalon Hotel Beverly Hills and is leading the $2M renovation of the hotel property, said, “Beverly Hills maintains an interesting, consistent blend of the iconic and the modern; forging a unique mixology of the past perfect with a constant eye on the future… [keeping] the city at the forefront of luxury and an inspiration for other destinations around the world.”

BHCVB’s spring campaign will include the limited edition production of a book named, The Definition of Luxury, which features the celebrity tastemakers’ and influencers’ thoughts as it relates to luxury and Beverly Hills. BHCVB will also launch a dedicated microsite for the campaign on LoveBeverlyHills.com, digital web ads that will continue through the year, a robust social media campaign, campaign videos and video vignettes that highlight the various tastemakers and the beauty of the City. The campaign’s creative channels were designed and led by Yes Design Group.

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