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Justin Theroux has been tapped as the new face of The Luxury Collection, starring in the brand’s global “I Am The Luxury Collection” campaign. The actor leads a series of cinematic spots from Stept Studios that position him as The Curator, guiding viewers through the Marriott-owned portfolio of more than 130 hotels and resorts across 40 countries. The campaign, launching globally on HBO Max, highlights the brand’s emphasis on destination-driven travel, moving from Madrid to Los Cabos to Savannah.
“Luxury means uniqueness,” Theroux tells Variety over a Zoom call from the Canary Islands, where he’s shooting the Apple TV+ miniseries “Wild Things.” “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.”
Theroux based his portrayal of The Curator on the kind of concierge he’s encountered in truly great hotels, the ones who sit you down with an espresso and map out their favorite spots from an authentic, local perspective. “I’ve met those people who are extra helpful and completely additive to your experience,” he says. “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.”
That emphasis on individuality aligns with Theroux’s own frustration with what he sees as Instagram’s flattening effect on global travel. “It’s done great for tourism but a terrible disservice to travel,” he says. “It’s made us think travel is seamless and requires no adventure.” In the campaign’s hero film, “Beautiful Contradiction,” that sense of adventure translates into a series of visual juxtapositions (heritage sites and modern design, bustling capitals and quiet shorelines) shot as if The Curator were slipping between worlds with the same ease that great travel demands.
On the acting side, he recently wrapped “The Devil Wears Prada” sequel, reuniting with Emily Blunt for what he calls a “forward-leaning, rich and stupid” character who was “a blast” to play. “Everyone knew the movie they were making,” he says, noting the thrill of sharing scenes with Meryl Streep. “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.”
Next up is his press tour for “Fallout,” where he play, in his own words, a heightened, Howard Hughes-type billionaire opposite Walton Goggins. “Me and Walton get to chew a lot of scenery together,” he says. “The world is insane in the best way.”
He’s also continuing to expand Ray’s, the downtown New York bar he co-owns, into select cities. After pop-ups in Austin and Miami, Detroit is next on the shortlist. “We want to avoid the typical spots,” he says, noting that it likely won’t pop up in Los Angeles. “We want places where it organically clicks.”
But before his schedule shifts back to red carpets and bar scouting, Theroux says he’s eyeing a few of The Luxury Collection properties for his own travels. Kyoto and Tokyo at the top of the list, with a detour through Madrid. The appeal, he says, is the same thing that drew him to the campaign in the first place. “Every property moves to its own rhythm with unique charm and soul,” he says. “True luxury isn’t about sameness. It’s about character — and uncovering something real and unexpected.”
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