{"id":301202,"date":"2025-09-16T17:37:00","date_gmt":"2025-09-16T15:37:00","guid":{"rendered":"https:\/\/www.travelreport.se\/?p=301202"},"modified":"2025-09-17T06:24:42","modified_gmt":"2025-09-17T04:24:42","slug":"ai-campaign-launches-new-hotel-the-dock","status":"publish","type":"post","link":"https:\/\/www.travelreport.se\/en\/ai-kampanj-lanserar-nytt-hotell-the-dock\/","title":{"rendered":"AI campaign launches new hotel \u2013 THE DOCK"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How do you launch a hotel that doesn&#039;t exist yet? THE DOCK, a brand new hotel experience, opens in S\u00f6dert\u00e4lje on November 19. The opening campaign was created without a location, film crew or extras. Instead, AI has been used to visualize what the hotel will become: a place where anything can happen.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-9-16 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"It&#039;s not a stay. It&#039;s a new state of mind\" width=\"563\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/yUOLrFjKAOI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign scenes take place in the elevator \u2013 a symbol of movement, meetings and anticipation. Just as the elevator takes guests between breakfast, conference and the sky bar on the 14th floor, the campaign transports the viewer between different worlds. Under the slogan&nbsp;<em>\u201c&quot;It&#039;s not a stay. It&#039;s a new state of mind.&quot;\u201d<\/em>&nbsp;We meet a conference group in Great Gatsby costumes, a flirtatious older couple, and hotel staff with a giant disco ball preparing for tonight&#039;s grand party.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Behind the campaign is Tinktur, the agency that combines advertising and architectural expertise through its collaboration with Krook &amp; Tj\u00e4der.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013&nbsp;<em>As always, we started with a strong idea: in this case the elevator, as a symbol of the hotel and as our stage. And since the hotel was still a construction site, AI became a way to express THE DOCK&#039;s grand visions in a new, exciting and rather untested way. To help produce the films, the choice fell on the AI studio Synthetic White,&nbsp;<\/em>says Karin Jacobsson, founder of Tinktur and former partner and creator at Forsman &amp; Bodenfors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She continues:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013&nbsp;<em>We wrote scripts, made moodboards and shaped characters, just like in a regular production. Then we let the AI do the work. Hundreds of generations and a lot of AI direction later, we had a campaign. It was a very fun and sometimes a little frustrating process to see what the AI is actually capable of. The AI people didn&#039;t always do what we wanted, but in the end we think the result was really good considering the possibilities and limitations of the tool.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also Anders Junger, CEO of Winn Hotel Group<strong>,<\/strong>\u00a0sees the potential in AI productions:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 Visualizing a place that does not yet exist is a creative challenge. Here, AI has become a tool to open the doors to THE DOCK and show that it is far from an ordinary hotel. We have been able to convey a feeling and an atmosphere long before guests step through the doors, something that was previously almost impossible.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Hur lanserar man ett hotell som \u00e4nnu inte finns? THE DOCK, en helt ny hotellupplevelse, \u00f6ppnar i S\u00f6dert\u00e4lje den 19 november. \u00d6ppningskampanjen \u00e4r skapad utan location, filmteam eller statister. I st\u00e4llet har AI anv\u00e4nts f\u00f6r att visualisera vad hotellet kommer att bli: en plats d\u00e4r allt kan h\u00e4nda. Kampanjens scener utspelar sig i hissen &#8211; [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":301214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4102],"tags":[5611,5687,6250,4498],"class_list":["post-301202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotell-bransch","tag-restaurangverksamhet-innovationer","tag-the-dock","tag-turism-arkitektur-hotell","tag-uppfinningar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI-kampanj lanserar nytt hotell - THE DOCK &#8211; Travel Report<\/title>\n<meta name=\"description\" content=\"AI-kampanj lanserar nytt hotell - THE DOCK \u2013 L\u00e4s senaste nyheterna fr\u00e5n resebranschen p\u00e5 Travel Report.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.travelreport.se\/en\/ai-campaign-launches-new-hotel-the-dock\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI-kampanj lanserar nytt hotell - THE DOCK &#8211; 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