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Ahead of the much-anticipated Season 3 finale of “The White Lotus,” HBO’s dark comedy-drama that skewers self-absorbed luxury travelers, some fans will be able to immerse themselves in a version of the show’s opulent settings.
The Four Seasons Hotel Westlake Village, in the foothills of California’s Santa Monica Mountains, is offering an “exclusive luxury wellness retreat,” set to begin hours ahead of the finale’s airing on Sunday.
The retreat is only one of many “White Lotus” experiences and products pegged to the current season. The premium luggage company Away sold out its “White Lotus” capsule collection, complete with lotus flower-printed interior lining. Clothing retailers including H&M, Abercrombie & Fitch, Bloomingdale’s and Banana Republic have all offered show-inspired resort apparel.
There is “White Lotus” wallpaper, sunscreen, and a travel skin-care set in a branded beach tote. Sunglasses, candles, chocolates and even a Thai coffee-flavored creamer can be purchased by viewers looking to live like the show’s wealthy protagonists.
But truly experiencing “The White Lotus” is an inherently dicey proposition. The primary motif of the series — created, written and directed by Mike White — has always been to satirize the wealthy who, even while enveloped by the world’s most tranquil and extraordinary surroundings, can’t help but indulge their egos or keep up with their ever-growing list of grievances.
Viewers are waiting to see what bombshells drop in the finale; prior seasons have included a murder among the rich hotel guests, who are pilloried for their privilege and lack of self-awareness. Their turmoil is interwoven with the working-class concerns of the hotel staff.
Despite its themes, brands have not been squeamish about tying their names to “The White Lotus.” Barlow told The New York Times this week via email that these “very intentional” partnerships “were not designed to speak to the extraordinary storytelling within the series, but to feed the curiosity many fans have” around the fictional hotel chain.
Unlike memorable product placement of the past, these licensed products did not appear onscreen, but were designed for the real world — for fans to bring into their living rooms, closets and daily life. Neither White nor the show’s production team were involved in the branding campaigns.
There is plenty of proof that viewers are willing to buy into the fantasy that the show sells. The previous two seasons, set in Hawaii and Italy and filmed at Four Seasons locations, turned both locales into “it” destinations. Online interest in the Maui property jumped by 425 percent after Season 1 aired, according to the company.
Living a TV show, so to speak, has become a growing business in recent years, as more networks and streamers offer immersive, interactive experiences for fans often referred to as brand activations or brand experiences.
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