Justin Theroux joining The Luxury Collection as Global Explorer

The Luxury Collection unveils its new global campaign starring Justin Theroux: I am The Luxury Collection. Created in partnership with Stept Studios, the campaign is a bold celebration of the beautiful dualities that define the brand – where heritage meets modernity, whimsy meets intention, and global sophistication meets deeply local character.

Campaign Overview
- Brand: The Luxury Collection (part of Marriott International)
- Announcement Date: November 24, 2025
- Role: Justin Theroux, acclaimed actor, producer, and filmmaker, has been named a Global Explorer and the face of the brand’s new campaign.
- Campaign Title: I am The Luxury Collection
- Creative Partner: Developed with Stept Studios, the campaign is cinematic in style, celebrating the brand’s dualities — heritage vs. modernity, whimsy vs. intention, global sophistication vs. local character.

Campaign Narrative
- Theroux stars as “The Curator”, guiding audiences through diverse destinations and experiences across The Luxury Collection’s portfolio.
- The hero film, Beautiful Contradiction, showcases:
- The Palace, Madrid – a restored heritage hotel
- Solaz, Los Cabos – sunlit beaches
- Perry Lane, Savannah – cobblestone streets and local charm
- Each vignette highlights the authenticity and individuality of the properties, reinforcing the idea that no two experiences are alike.

Brand Context
- Portfolio: Over 130 storied hotels and resorts across 40 countries, many centuries old and globally recognized.
- Philosophy: Positions itself as the “Destination Authority”, inviting travelers to immerse in culture in unexpected and inspiring ways.
- Program: Integrated with Marriott Bonvoy, offering members exclusive experiences, free nights, and elite recognition.

Voices from the Campaign
- Bruce Rohr (Global Brand Leader):
“Every property defies definition, invites curiosity, and transforms travel into a deeply personal form of expression.”

- Justin Theroux:
“True luxury isn’t about sameness, but about character and discovery. Each property moves to its own rhythm with unique charm and soul.”

✨ This campaign positions The Luxury Collection as more than hotels — it’s about cultural discovery, individuality, and timeless sophistication, with Theroux embodying the spirit of exploration.