Don't look now: Hotel goes Above and Beyond

This wasn’t a delusional episode, but the first night of Above and Beyond, an event by experiential theatre company Look Left Look Right, which is this year’s artist in residence at the hotel.

An LS:N Global reporter was led through a series of farcical and disorientating scenes throughout the hotel, meeting a dizzying range of characters along the way. A case of mistaken identity propelled him through the storyline, one moment in the staff corridors, the next in the hotel’s upper echelons. 

This is a brave and compelling way for the hotel to create a narrative around the building. For more on how the travel market is changing, read our Travel & Hospitality Futures report. For another great example of a brand making use of experiential theatre, read our Innovate feature on The Night Chauffeur.