Insights from CTV leaders at Dentsu, Horizon Media and more
Marriott is turning its hotel room upside down.
This week in New York, the hotel chain unveiled the #MGravityRoom, an inverted room designed to showcase its modern new decor. The idea of the experiential marketing ploy is to highlight Marriott’s new room decor by turning one of its rooms upside down. The installation has a chair, a desk and a bed hanging from the wall on one side, so when you walk in and take a picture, it appears as though you are on the room’s ceiling.
“This was a really fun, creative way for us to be able to showcase our new design, where we’re literally taking the guest room and flipping it on its head,” said Matthew Carroll, Marriott’s vp of global brand management.
Marriott worked with a range of design firms, including Marriott I + A Design Studio, Fairmont Designs, Brookline Furniture, Belstone, Wolf Gordon, Mosaic Tile Company, Historic Timber and Plank, Sandler Seating and Designtex. The installation is available for people to check out at the New York Marriott at the Brooklyn Bridge until Oct. 1.
The reach of such experiential stunts is by definition limited, but Marriott hopes the unique chance for people to take a photo seemingly sitting on the ceiling will spur social sharing that will get the brand into people’s Facebook, Instagram and Twitter feeds.
Stop by @MHMarriottBK now to view our interactive + evolving modern guest room design, with a twist. #MGravityRoom pic.twitter.com/l26RNMO0FC
— Marriott Hotels (@Marriott) September 20, 2016
Marriott is no stranger to experiential marketing. Last year, the brand offered its guests virtual tours of Chile, China and Rwanda right from the comfort of their hotel rooms. In 2014, it tapped Oculus Rift to give guests tours of Hawaii and London through a giant simulator.
“We’re having fun in the space and taking risks, and this is just the most recent example of one of those risks,” said Carroll.
More in Marketing
Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel
Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.
TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet
TikTok is developing a lifeboat for its American business, but media buyers are wary of advertising implications.
Bold Calls for the back half of 2025
Now’s a good moment as any to take stock —and make a few bold calls about what’s coming next.