Since its inception, EDITION Hotels has been synonymous with world-class design, individuality, and cultural authenticity. The Artist Series was created to further celebrate local craftsmanship, partnering with artisans to develop exclusive, destination-inspired products. This video spotlights Javier S. Medina, a self-taught Spanish artisan, and the creation of El Toro—a handcrafted esparto grass sculpture marking the launch of the Limited EDITION collection at ShopEDITION.com.
This film goes beyond showcasing an artisan—it immerses viewers into the heart of a locale. Shot in Madrid, it captures Medina’s meticulous process while honoring his deep-rooted family heritage, traditional Spanish techniques, and commitment to sustainable art. Narrated in Spanish, the video enhances authenticity, forging a deeper connection with global audiences. Through close-up details, raw textures, and natural lighting, the storytelling transports viewers into his creative world. By spotlighting local craftsmanship, Limited EDITION reinforces EDITION’s mission to support artisans and celebrate culture through meaningful collaborations.
The video successfully introduced El Toro and the Limited EDITION collection, generating 10.5K impressions, 9.1K total reach, and 361 interactions. By merging heritage, sustainability, and luxury craftsmanship, the series positioned EDITION as a champion of local artisanship and cultural storytelling. This campaign not only reinforced EDITION’s commitment to supporting artists but also gave guests the opportunity to take home a meaningful piece of the destination.
