This Miami Agency Is Exploring the Architecture of Hospitality

Hi-gloss approaches brands with an eye toward design

Specs

Who Vp Carrie Copeland and founder and president Roberto Villazon

What Creative advertising agency

Where Miami

Pivoting from architecture to marketing doesn't seem like the most obvious career move—but when a good deal of your work involves the carefully tailored images of prestige media and hospitality brands, one discipline informs the other. "Architecture has the power to dictate how you move through your everyday," said Roberto Villazon, who launched his Miami agency Hi-gloss in 2004 after earning a master's degree in the discipline and working at international firm Arquitectonica. "Our first big client hired us to handle their media," he said. "They really liked what we were doing, [and] three months later asked us to take over their creative as well." His team began to immerse itself in the operations of its hospitality clients to answer key questions: "What is the culture of this hotel [and] how do you train staff to get that message across to consumers?" While Hi-gloss's account list includes brands like the Waldorf Astoria Orlando and W South Beach, it is not a specialty shop. The agency recently facilitated Vanity Fair's first-ever partnership with the Kentucky Derby, and its clients also include the Longines watch brand, America's fifth-largest mall and a number of high-profile Miami restaurants.

This story first appeared in the October 24, 2016 issue of Adweek magazine.

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