2023 marks the first time The Peninsula opens two hotels in a single year— Istanbul and London—and Istanbul marks the first new property to open since Paris in 2014.

The luxury brand wanted to mark the occasion with a group-wide campaign celebrating Istanbul and London, with Istanbul up first. Properties in the global Peninsula portfolio would offer Istanbul-focused activations, emphasising the city’s local food, culture and lifestyle.

The Peninsula came to us with a brief to develop a key motif that would be used across every touchpoint and activation. The motif had to be recognisable both as The Peninsula as well as Istanbul, and was to be used widely on items like turndown cards, posters, and in true Peninsula style, for an afternoon tea.

As imagery was still scarce in the pre-open stage, we worked with The Peninsula teams to create a motif incorporating illustrations of well-known landmarks and icons of Istanbul. After a few rounds of refinement—both in illustration style and after healthy debates on which icons to use—we landed on a motif that balanced Turkey and the particular Karaköy neighbourhood where the hotel resides.

Reflecting on the unique area, The Peninsula said:

“Located in Istanbul’s historic Karaköy district, the hotel anchors Galataport, a new waterfront revitalisation project that includes a promenade, museums, art galleries, restaurants, boutiques and a cruise-ship port. The hotel is close to many of Istanbul’s most iconic landmarks, including Galata Tower, Galata Bridge, and the famous Sultanahmet District – home to The Hagia Sophia, The Blue Mosque, and Topkapi Palace.”

The stunning property spans four buildings, three of which are protected historical landmarks built in the early 20th century.

The campaign has been rolled out with guests loving the Turkish take on the traditional afternoon tea and getting to experience Istanbul from Peninsula properties around the world.