In celebration of 40 years of travel, Le Méridien and Air France, its founder, reunited to launch A Photographer’s Journey: A Discovery of Details from Takeoff to Turn down. The Le Meridien global marketing team engaged international photographer, Jimmy Cohrssen to embark on a journey guided by AF and LM around the world, capturing the shared passions of both brands in terms of innovation, the arts and culture throughout Tahiti, Bora Bora, Paris, Shanghai and Istanbul. The LM team took his photos and created a virtual gallery through a facebook application, where fans of both brands were encouraged to interact and vote on their favorites. Each week (of 3 weeks) a new batch of photos were revealed under the themes of Style, Voyage and Art de Vivre. The more interactions a user had with the application, the higher chance they have of winning the sweeps with the prize being a trip to any of Jimmy’s destinations. The top 10 photos with the most votes each week became part of the curated exhibit that was revealed, live in NY for the first time at the Museum of Arts and Design on December 11, 2012. The New York event was the revealing exhibit – bringing the virtual curated gallery to life subsequently becoming a traveling exhibit shown at various locations throughout the world.
The exhibit feature Starwood Brand Design custom. flat-packing easels with lighting. All of the easels folded into two, wheeled traveling crates for ease in transportation. The art was transported in one single traveling crate. Each new location's event was launched with a cocktail reception featuring all of the art, large spatial graphics, music and food.