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Brief Published: 14 Jul 2011

David Downton at Claridge’s


British fashion illustrator David Downton is to be installed as the new artist in residence at Claridge’s hotel in London’s Mayfair.

Downton has been commissioned to record the decadent and luxurious goings on at the famed establishment. The artwork will then be displayed on the hotel’s walls. Last year, British Stephen Fry checked in to the restored Savoy hotel as part of his role as the hotel’s blogger in residence.

Other industries are also doing this, filling existing roles with celebrities or notable people – or creating new ones for them – in order to align themselves with the arts and potentially market themselves to a wider audience.

One such example would be Parisian graffiti artist and nightlife entrepreneur Andre Saraiva, who was appointed creative director of French men’s magazine L’Officiel Hommes in May. Another would be the appointment of pop star Lady Gaga as creative director of camera manufacturer Polaroid in a bid to revive the dying brand.

Brands are quite clearly capitalising on the traits and popularity of well-established celebrities as a way of revitalising or revamping their identity.