In a world where social media video clips and videos are commonplace, ‘slow TV’ has emerged as a trend for those who do not wish to hurry. Granted, the long-form content may not be for everyone – especially as clips, reels and videos are growing shorter resulting in dwindling attention spans – the genre has begun to garner a niche audience.
‘Slow TV’ has emerged as an intriguing counterbalance to short-form video content as it immerses viewers into the content itself. Rather than shock, easy laughs and over-the-top dramatic commentary and clips, the content is rooted in the beauty of simplicity with stunning visuals and sound.
Originating in Scandinavia back in 2009, ‘slow TV’ has since gained global popularity, with the New York Times describing it as ‘soothing digital rooms.’ These ambient films, whether depicting a crackling log fire or softly falling snow, have been linked to improved mental health and enhanced concentration.
The Art Of Mindfulness
Arnaud Champenois, Senior Vice President, Global Marketing & Brand at Belmond.
Its growing reach hasn’t escaped the attention of luxury hospitality and leisure company, Belmond. Early this year, the brand rolled-out ‘Long Shots’, the first slow TV series from a major hospitality brand. The videos, which showcase several enchanting locations are designed for viewers to embrace mindfulness through ambient travel.
“We created ‘Long Shots’ to embrace the ‘slow TV’ phenomenon, offering 60-minute films designed for passive viewing and active dreaming,” explains Arnaud Champenois, Senior Vice President, Global Marketing & Brand at Belmond.
“These films capture the sights and sounds of Belmond destinations around the world in exquisite detail. Anchored in Belmond’s ‘Slow Luxury’ brand DNA, which values time and mindful living, ‘Long Shots’ allows viewers to discover a new pace of travel and experience a taste of Belmond’s incomparable offerings.”
Since launch the videos have already racked up thousands of views, solidifying the interest in the format. But for Belmond, ‘Long Shots’ is also rooted in the slow luxury ethos it champions. “Since the inception of Belmond, we’ve embraced our own pace of travel, providing guests with intentional and mindful experiences,” he says.
“These films further solidify this viewpoint. They are a cinematic embodiment of this sentiment, a visually enticing film, capturing the essence of our properties through their destinations.”
Escapist In Nature
‘Long Shots’ offers viewers an immersive experience, transporting them to Belmond’s enchanting locations starting with Portofino, Rio de Janeiro, Scotland, Sardinia, Amalfi, and Burgundy. Best enjoyed on a large screen with the volume turned up, these videos allow viewers to fully immerse themselves in the serene beauty of each destination.
“These tranquil films, often featuring calming visuals like a crackling fire or softly falling snow, are known to promote mental well-being and improve focus,” adds Champenois. “They’re designed to provide viewers with a peaceful escape from the demands of modern life.”
He opines that it would be impossible to capture the essence of these destinations around a clip that goes on for a couple of minutes. “These films allow us to delve into each properties’ locality, the people, the views, the food, the local suppliers, the sounds, the staff, and more. It is a real glimpse at a Belmond experience.”
As a brand that has made ‘Slow Luxury’ its calling card, ‘Long Shots’ serves as an ideal extension of that philosophy. “Each video is an invitation for viewers to dream about their next slow travel journey,” he states. “They capture the essence of slow travel, be it sipping whisky aboard the Royal Scotsman, A Belmond Train, Scotland or watching the waves crash against the shores of Portofino.”
He adds, “Discover a New Pace of Travel, narrated by Tilda Swinton, further enriches this experience, drawing viewers into the enchanting rhythm of unhurried exploration.” To make ‘Long Shots’, Champenois reveals that the footage was compiled from over two years of content creation.
A Grand Showcase
The company also gathered visuals and content from its various properties around the world such as Copacabana Palace, Le Manoir aux Quat’Saisons, Venice Simplon-Orient-Express, Andean Explorer, and Castello di Casole. “Ultimately we will make our way through the whole portfolio, ending up with a beautiful bank of long form video assets for all 45 properties around the world.”
With that statement, Champenois affirms that Belmond sees ‘Long Shots’ as an evolving series, with plans to expand to more of its destinations in the future. “The beauty of ‘Slow TV’ is that it allows us to tell visual stories in an unhurried, immersive way. We look forward to introducing more locations and capturing the unique charm of other Belmond properties.”
The reason for that, he says, is that projects like ‘Long Shots’ allow Belmond to engage with its audience in a deeper and more meaningful way. “Luxury travel is all about emotions and experiences, and through these films, Belmond not only showcases the serene beauty of its destinations but also sets itself apart in a fast-paced market,” he adds.
“This initiative reinforces Belmond’s position as a leader in luxury travel, promoting the value of slowing down and embracing a more mindful, thoughtful pace.” Most significantly, it also emphasises the core of the brand’s vision, which is rooted in heritage and artistic dialogue. “As curators of contemporary culture, the brand embarks on projects in art, film and photography – all underlining the uniqueness of our properties and the communities and cultures they are part of.”
