Justin Theroux has been announced as the face of the new global campaign for The Luxury Collection, titled I Am The Luxury Collection, solidifying his role as a curator of exceptional experiences across Marriott’s exclusive hotel portfolio. The Justin Theroux Luxury Collection campaign debuts worldwide, featuring cinematic vignettes that take viewers on a journey from cities like Madrid and Los Cabos to Savannah, all designed to highlight the unique appeal of destination-driven travel.
Justin Theroux Takes Center Stage as ‘The Curator’
Stepping into the spotlight, Justin Theroux leads the campaign through a series of visually captivating films produced by Stept Studios. Assuming the character of The Curator, Theroux guides the audience across over 130 hotels and resorts in more than 40 countries owned by Marriott. The campaign’s global launch on HBO Max underscores an emphasis on exploring the authentic spirit of each location, whether set against the bustle of historic capitals or the tranquility of scenic shorelines.
Defining Luxury Through Personal Experience
Theroux’s concept of luxury, shaped by extensive travel and professional roles, is central to the campaign’s message. As he shares from the Canary Islands, where he is currently filming, the essence of luxury is found in unique and transformative experiences.
“It’s the ability to do something rare or rarefied, something that expands your mind culturally. That can happen in third class on a train through China or at the Ritz-Carlton. It’s about having an experience that feels different from your day-to-day life.”
— Justin Theroux, Actor
Drawing inspiration from exceptional concierges he has met worldwide, Theroux’s portrayal embodies the qualities of those professionals who enrich travelers’ experiences with local insight and genuine care. He highlights how these individuals elevate each journey by connecting guests to hidden cultural gems and fleeting events.
“I’ve met those people who are extra helpful and completely additive to your experience,”
— Justin Theroux, Actor
“They tell you what’s actually happening in a city — the art exhibit that’s only there for a month, the local thing that’s more authentic. They’re cultural concierges. They innovate.”
— Justin Theroux, Actor
Reclaiming Adventure and Authenticity in Travel
Theroux is vocal about his concerns regarding social media’s impact on modern travel, particularly Instagram’s influence in promoting uniformity at the expense of genuine exploration.
“It’s done great for tourism but a terrible disservice to travel,”
— Justin Theroux, Actor
“It’s made us think travel is seamless and requires no adventure.”
— Justin Theroux, Actor
The campaign’s centerpiece film, Beautiful Contradiction, visually explores this philosophy by juxtaposing heritage sites with contemporary aesthetics and bustling cities with peaceful coasts, depicting how The Curator seamlessly transitions through diverse experiences that define meaningful travel.
Current Projects and Collaborations
Away from the campaign, Justin Theroux has kept busy with other notable projects. Recently, he completed filming for the sequel to The Devil Wears Prada, reuniting onscreen with Emily Blunt and bringing a dynamic new character to life. He describes this new role as enjoyable and filled with creative energy.
“Everyone knew the movie they were making,”
— Justin Theroux, Actor
“I’ve obviously watched her my entire life, so to all of a sudden, be performing with her is such a pleasure and an honor.”
— Justin Theroux, Actor
Theroux’s upcoming commitments include a press tour for the series Fallout, where he stars opposite Walton Goggins as a heightened, Howard Hughes-inspired billionaire.
“Me and Walton get to chew a lot of scenery together,”
— Justin Theroux, Actor
“The world is insane in the best way.”
— Justin Theroux, Actor
Expanding the Ray’s Bar Brand
In addition to his acting ventures, Theroux is growing his involvement in the hospitality scene through Ray’s, a New York bar that he co-owns. Following successful pop-up events in Austin and Miami, the team is eyeing Detroit for its next expansion, aiming to select cities where the concept resonates authentically.
“We want to avoid the typical spots,”
— Justin Theroux, Actor
“We want places where it organically clicks.”
— Justin Theroux, Actor
Personal Destinations and The Luxury Collection’s Unique Charm
With his busy schedule, Theroux looks forward to exploring some of The Luxury Collection’s most distinguished properties, with Kyoto, Tokyo, and Madrid at the top of his list. He attributes his attraction to the campaign to the individuality and distinct character present in each location.
“Every property moves to its own rhythm with unique charm and soul,”
— Justin Theroux, Actor
“True luxury isn’t about sameness. It’s about character — and uncovering something real and unexpected.”
— Justin Theroux, Actor
By championing individuality and cultural authenticity, the Justin Theroux Luxury Collection campaign positions luxury travel as an immersive pursuit, where travelers can expand their horizons and create meaningful memories—a message that may resonate with audiences seeking more from their global adventures.
