Ibis Hotels, Belfast
Inside the Ibis Hotels Belfast Photography Commission
Ibis Hotels
Belfast
When PhotoWeb commissioned Sequoia Studios to photograph two Ibis Hotels in Belfast, the brief was clear: capture the warm, functional comfort of both properties while staying true to the brand’s clean, modern look.
What we didn’t know at the time was that this three-day shoot would take place during one of the most unusual moments in recent memory, being the weekend before the world shut down for Covid.
Despite the uncertainty unfolding around us, the team at both hotels were incredibly welcoming, and together we approached the project with calm determination. Belfast itself felt unusually quiet, with conversations often drifting to news updates, changing travel guidance and what the days ahead might bring. Yet within the hotels, our focus remained steady: create a set of images that would support Accor and the hotels’ marketing teams long after the world reopened.
Capturing The Guest Experience
We began by mapping out the guest journey across both hotels, from first arrival at reception to the relaxed flow through lobby and lounge areas. Even though the atmosphere outside felt tense, we worked to capture scenes that communicated comfort, warmth and familiarity. Soft lighting, tidy styling and thoughtful composition helped create images that felt calm and reassuring, which became especially important once travel became uncertain.
Ibis Hotels
Belfast
Guest Rooms Designed for Practical Comfort
The guest rooms across both properties were photographed using as much natural light as possible, emphasising the quiet simplicity that Ibis is known for. Working across two hotels meant adapting to subtle variations in layout and décor, but the goal remained the same: present spaces that feel genuinely restful and easy to live in. Each room was styled to reflect real-world use, avoiding anything overly polished or unrealistic.
Social Spaces and Everyday Detail
From breakfast areas to bar stools to small architectural lines, we captured the details that shape a guest’s stay, those little things you remember without realising it. These photographs were created to be versatile: suitable for digital campaigns, OTAs, brand standards and long-term use across multiple platforms. In a moment where hospitality was about to face its biggest challenge, creating strong, evergreen imagery felt more important than ever. You can view the full gallery of Ibis Hotels Belfast photographs under our commissions section.
A Collaborative Effort Before the World Paused
What stands out most about this project is how smoothly everything came together despite the growing uncertainty at the time. Over three days, the teams at both Ibis hotels were incredibly supportive, helping me navigate access, timings and changing guidance as news unfolded hour by hour.
The shoot wrapped just one day before lockdowns began across the UK and Europe (I was worried I may have to move into the hotel if flights were cancelled!), and looking back, the images feel like a time capsule. A snapshot of calm, everyday hospitality on the brink of an unprecedented global pause. It remains a reminder of the resilience and adaptability of the people who keep this industry moving.
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