NY Digital Awards -  Gold

2024

Freed Hotel and Residences Celebrity Collaboration

Entrant Company

Gladstone Media

Category

Strategy & Marketing - Influencer and Celebrity Collaboration

Client's Name

Freed Developments

Country / Region

Canada

Freed Hotel & Residences (FHR) epitomizes luxury, merging world-class hotel amenities with residential life in the heart of downtown Toronto. Destined to become the city’s premier address, FHR boasts top-tier dining experiences including a sky restaurant and the internationally acclaimed Katsuya by SBE on its second floor. The lobby, adorned with artwork by the iconic Takashi Murakami, enhances this architectural masterpiece designed by the globally celebrated Adrian Smith + Gordon Gill Architecture.



The strategic collaboration with Takashi Murakami, an artist with a significant following of over 3 million on Instagram, has significantly amplified the project's visibility. His vibrant art is a central feature across all brand materials—ranging from the project brochure and website to promotional videos and print advertisements.



The project's prominence was further highlighted during exclusive launch events held in Toronto in late February and early March 2024, which Murakami himself attended. These events, captured through widely shared social media photographs, showcased interactions between Murakami and attendees, adding a personal touch to the campaign. The evenings were made even more memorable with Chef Katsuya serving a specially curated, elaborate dinner for the exclusive gathering.

Credits

Artist
Takashi Murakami
Song Artist/Song
Rüfüs Du Sol/Innerbloom
Client
Freed Developments
Creative Director/Gladstone Media
Jeremy Gladstone
Copy & Strategy/Gladstone Media
Robyn Gladstone
Public Relations
NKPR
Architect
Adrian Smith + Gordon Gill Architecture
Director of Photography
Ivan Krivonosov
Art Director/Gladstone Media
Hae Na Park
Designer/Gladstone Media
Liam Baldwin
Videographer/Gladstone Media
Calum Hotchkiss
Production Designer/Gladstone Media
Calin Stefan
Renderings
Pureblink
Interior Designer
DesignAgency
Sales Team
PSR Brokerage
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