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Brief Published: 1 Feb 2018

Hospitality X Magazine Collaborations

At The Table

Hotels, restaurants and travel brands are partnering with food and culture magazines to create compelling physical spaces that provide inspirational lifestyle ideas for curious consumers.

UK magazine Cereal has worked with American luggage brand Hartmann to develop a photo essay and short film of Hartmann luggage in-situ while travelling through cities like Copenhagen, Oslo and London. The partnership promoted the functionality of the luggage and its ability to project a chic jet-setting lifestyle.

Similarly, Danish magazine Kinfolk developed a food event series called Kinfolk Gatherings, hosted in cities such as London, New York and Berlin. The London-based meal, cooked by British chef Sam Hodges, included talks around 'slow living' by British textile designer Katherine May, Danish-English writer Louisa Thomsen Brits and Hodges himself.

These supper clubs represent Kinfolk's culture of community and ethical business practice. See Nightlife Eats for more on modern supper clubs.

Meanwhile, British food culture magazine At the Table created pop-up shops within London's Ham Yard Hotel and The Town Hall Hotel to conjure up an At the Table lifestyle experience, supporting artisan producers and celebrating British food. Products included Nina+Co crockery, Ren London linen and Newton & Pott preserves – all featured in the magazine.

For more on the art of cross-industry collaboration, see Brand Collaboration: What's Your Cultural Value? See also Brand Stretch for examples of brands extending beyond their traditional remits.

Similarly, see The New Lifestyle Hotel and The New Branded Hotel to unpack ways in which hotels are integrating themselves into social culture.