The Hoxton, Amsterdam — Taste the City
I was commissioned by The Hoxton to produce photography and film for their global Taste the City campaign, with the Lloyd property in Amsterdam as the base. The Hoxton has been one of my favourite hospitality brands for years — being invited onto the campaign was something of an honour. Four days in February 2026, capturing the hotel as both a place to stay and a culinary destination, and the surrounding eastern docklands as the neighbourhood it sits inside.
Client The Hoxton (Ennismore)
Location The Hoxton Lloyd, Amsterdam
Year February 2026
Role Photography, film, co-direction
The work
Taste the City is The Hoxton's global campaign positioning each property as both a stay and a culinary destination, rolling out across Amsterdam, London, Rome, Florence, Berlin, and Paris. The Lloyd brief: show the hotel as warm, bright, social. Lean on natural light. Centre Breman — the hotel's restaurant — with their new March menu: breakfast through dinner, the seasonal cocktail, the hero dish. Two films and a stills package for The Hoxton's paid social rollout.
One part of the brief I particularly enjoyed: an emphasis on sound design. Ambient ASMR layered through the films, paired with a voiceover and sound effects woven through to elevate the viewing experience. New territory for me and one of the more interesting craft challenges of the shoot.
Four days on the ground. Two cameras for the video work, a 35mm point-and-shoot running in parallel — film stills woven back into the films as overlays, giving the edits an authentic travel-photography feel rather than the polished campaign look. The hotel itself on day one, the food story on day two, the neighbourhood on day three, and the wider city on day four. Available light throughout. Reportage with a stylist's eye.
Pitched, produced, and led end-to-end through Compendia Studio.
Credits · Production · Compendia · Co-direction and on-camera talent · Decca Faire · Client team · The Hoxton Lloyd
The campaign was published across The Hoxton's paid social rollout, alongside the 72 Hours in Amsterdam guide on Compendia. Following the commission, conversations are now opening around the Rome, Florence, Berlin, and Paris properties.
About the photographer
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Yes. Hotel groups, independent properties, boutique hotels, lifestyle hotels, and hospitality-led brands are a primary area of work. Past clients include The Hoxton (Ennismore), Inhabit, 25hours, and 1 Hotel — across London, Amsterdam, Copenhagen, and Florence.
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Sam Harrons is a UK-based hotel and hospitality photographer working internationally on campaign, lookbook, and editorial commissions through Compendia Studio. Recent hospitality work spans Amsterdam, London, Copenhagen, Florence, and across the UK — for groups including The Hoxton (Ennismore), 25hours, 1 Hotel, and Inhabit.
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Yes. Most hotel commissions extend beyond the property — neighbourhood cafés, restaurants, walks, independent shops, and city moments. Compendia's 72 Hours In editorial series is built around this exact format, giving hotel and hospitality brands a ready-made framework for campaigns rooted in real place.
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Yes. Most hospitality commissions include food and drink photography — restaurant interiors, plated dishes, kitchen reportage, drinks and cocktails. The Hoxton Lloyd's Breman rooftop was the culinary anchor of this campaign.
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Based between Norwich and London, working internationally. Most commissions are across the UK and Europe — Happy to discuss work anywhere, worth getting on a plane for.
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Head to the contact page and fill in the form with the details of your project. The first conversation is free and no commitment.
Sam Harrons is an interdisciplinary creative based between Norwich and London, working internationally across photography, filmmaking, art direction, and brand-building since 2012. Selected clients include The Hoxton, Inhabit, 25hours, 1 Hotel, Naturalmat, Aesop, Lavenham, Bellroy, Plumo, Fujifilm UK, ARMEDANGELS, and 3daysofdesign. He founded Compendia, a design-led editorial platform and content studio.