Love breaks down barriers in Axel Hotels’ new #ColumbusByAxel campaign

July 04 2019

by Lachlan

To coincide with the opening of AxelBeach Miami, Axel Hotels launches a vibrant campaign that reassesses history and calls for respect and fellowship. Referred to as 'Columbus,'’ the campaign looks back at Christopher Columbus's arrival in America, re-examining this historical moment through a prism of union and equality without prejudice. 

Developed by Barcelona-based Creative Director Kike Doatis, the campaign is portrayed through a compelling video, which adopts the slogan 'Let's Change Hate for Love.' Starring Benjamin Poirier, a Spanish National Dance Company dancer, and his real-life partner, Venezuelan entrepreneur Daniel Barrios, the video confirms the diversity of identities, orientations, gender, race, and culture.

The video reinforces that Love can break down barriers through strong messages that evoke thought and change. This perfectly coexists with the video's soundtrack song: Show Me Your Love, composed by Alex Barroso and hauntingly sets the tone.  

The meeting between Europe and America was a significant moment in history that was marred by violence and marginalization. Axel's campaign aims to repaint this stained vision, turning the hate we face today into Love. Video Stylist Alejandro Acosta has cleverly done this by portraying the characters in a timeless, non-documentary depiction, integrating the present and the past elements.

The campaign perfectly reflects Axel Hotels' vision of creating a safe and welcoming experience for every member of society. As President of Axel Hotels, Juan Julià, says: 

"Axel has always fought to promote a society in which love can come in any form, where diversity and respect are fundamental." 

Axel Hotels promotes itself as a hetero-friendly company and is the first hotel chain in the world tailored to the LGBTQ+ community. Keeping this vision in mind, hotel spaces are designed and developed in consideration of LGBTQ+ travelers. However, the hotels remain open to anyone and everyone. Since opening its first hotel in Barcelona in 2003, Axel Hotels has quickly expanded its portfolio, opening hotels in Madrid, Berlin, Ibiza, Gran Canaria, Venice, and most recently in the USA with AxelBeach Miami. 

Whether through the hotel experience at Axel or the company's current Columbus campaign, this quest for diversity and respect continues to hold for the Axel brand. And with Pride Month already in full swing, now is the perfect occasion to venture on a trip and lock in a stay at an Axel hotel.