Project

The Hotel Issue

Client Virtuoso

Virtuoso is a global network of luxury travel agencies, connecting travelers with the world’s finest travel advisors and suppliers to craft personalized experiences. Their flagship publication, Virtuoso, The Magazine, offers readers inspiration on where to go next, showcasing the best hotels, cruises, tours, and experiences around the globe.

For The Hotel Issue, we were asked to create a cover that captured the essence of luxury hotels in a bold and unexpected way. When we thought about what makes a hotel stay special, one small but instantly recognizable detail stood out—the Do Not Disturb sign. It’s something you only see when you’re actually staying at a hotel, which made it the perfect inspiration for this cover.

That’s how we came up with the idea of a woman seen from behind, holding a suitcase in a way that mimics the shape of a Do Not Disturb sign. It’s a simple but clever illusion that plays with perspective and instantly brings hotels to mind. One of our favorite details in the image is the suitcase itself—a green, custom-made piece with elegant gold lettering, designed specifically for this shoot.