ANNIE LEIBOVITZ SHOOTS GOLDEN DOOR

Who better to reveal the transformative journey experienced at luxury retreat Golden Door, than one of the most incisive portrait photographers of our time? We aimed high and reached out to the legendary Annie Leibovitz, and a shared vision answered our call.

Starring real guests of Golden Door, the intimate portraits shot by Leibovitz for our Human Again campaign feel like moments captured in an unfolding story of regeneration.

A chronicle of true luxury for these times.

REAL FOCUS

At Golden Door, the guest’s transformative journey is always front and center. Over the last ten years, every campaign we’ve created spotlights the beauty of that experience—not the beauty of the spa or the spectacular setting.

By staying focused on celebrating the breakthroughs, the renewal, and the authenticity that makes Golden Door an icon, they continue to be named among the #1 Destinations Spas in the World year after year.

Photograph of three women sitting together outdoors on a sandy ground with trees and sunlight in the background. They are dressed in black tops and pants, smiling and posing for the photo.
  • Golden Door Joe Zee Annie Leibovitz
  • Golden Door Chaz Ebert Annie Leibovitz
  • Golden Door Pavi Micheli Lawson Annie Leibovitz
  • Golden Door Ludo Lefevbre Annie Leibovitz

Shifting the demographic

Shifting the demographic

Golden Door saw a shift in the average age of guests down from 70+ to 50+. They also doubled the number of Men’s Weeks by popular demand.

Billboard advertisement for Golden Door luxury retreat, featuring a man with tattoos and long hair, carrying a smiling woman with red hair, both standing in front of chickens in a farm setting, with text promoting a biointensive farm experience.

Out-of-home that meets the audience where it is out and about: near high-end shopping venues, in airline lounges, and in private jet terminals.

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