A Visual & Artistic Pilot Proposal

Photography · Experiences · Fine Art

This page presents a photographic pilot proposal for Xaluca, built around a clear objective : to create strong, coherent, and distinctive visual content across hotels, experiences, and art.

It is designed as a paid pilot project, starting with one selected property and structured to be scalable across the group.

CONTEXT

The proposal grows from a long-standing personal connection with Xaluca, combined with a professional photographic approach built on image quality, consistency, and impact.

Carla Surroca, has been familiar with Xaluca since childhood, having travelled regularly to Morocco through the group’s hotels with her parents, Josep Surroca and Carina Figueras, from Sabadell. These experiences, later extended through an organised journey to Senegal, have played a significant role in shaping her relationship with the places and the spirit of the group.

Carla works in spatial design, creativity, and experience development. Clément Signoles is a French commercial and fine art photographer, specializing in brand imagery, lifestyle photography, and artistic projects, with a strong focus on light, atmosphere, and emotional storytelling.

OBSERVATION

After carefully reviewing your website, Booking platforms, and Instagram, one thing stood out clearly: while the places and activities you offer are exceptional, what it truly feels like to live a Xaluca experience does not always fully translate through the current imagery.

The hotels are shown, but the journey, movement, immersion, and intensity of the experiences are not always fully expressed visually.

PROPOSAL

A three-part photographic pilot :

We would like to propose a paid pilot project, designed to define a strong and coherent visual standard that could later be rolled out across the group.

You would of course be free to choose the hotel for this pilot, either the property that best represents Xaluca today, or the one where you feel new visual content is most needed to strengthen communication.

1 Hotel & Lifestyle Photography

Photography focused on presenting the hotel as a place to stay, move, and inhabit, not just a set of rooms.

• architecture, rooms, materials, and natural light

• atmosphere, calm, and sense of comfort

• human presence and lived moments within the hotel

• scale, flow, and spatial relationships

• details that communicate quality and care

2 Experience Photography

A photographic report documenting the full range of Xaluca experiences, across desert, mountains, and local culture, including:

• off-road journeys and 4x4 desert routes

• crossings of dunes, tracks, and remote landscapes

• bivouac stays and nights under the stars

• life in camps: fire, tea, music, night, silence

• sunrise and sunset in the desert

• camel rides and desert approaches

• encounters with local people and Berber culture

• exploration of oases, villages, valleys, and mountain areas

• trekking, walks, and immersion in natural environments

3 Fine Art Photography Created on Location in Morocco for Xaluca

The work is rooted in your landscapes, routes, and desert environments, and printed on organic, natural paper to preserve texture, depth, and materiality.

These are not decorative images, but carefully crafted photographic pieces designed to live within your hotels as a signature artistic identity reinforcing the cultural, sensory, and emotional dimension of the brand.

OBJECTIVE

The objective is not simply to refresh imagery, but to produce strong, eye-catching photographic content across three key areas: hotels, experiences, and fine art.

• For hotels and booking platforms:

  create images that immediately stand out, strengthen first impression, and improve how Xaluca properties are perceived and selected at the moment of choice.

• For experiences (4x4, off-road, bivouac):

  build visual stories that clearly communicate what makes Xaluca different, movement, immersion, and the journey itself, beyond standard hospitality visuals.

• For fine art:

  create original photographic works produced on location in Morocco, designed to live within the hotels and reinforce a distinctive, long-term artistic identity for the group.

The goal is to build a coherent and recognizable visual language, usable across booking platforms, communication channels, and physical spaces, and scalable at group level.

NEXT STEP

This proposal can be discussed in more detail to identify the most relevant property to initiate the pilot project, align on scope, timing, and budget within a clear production framework, and define how this format could be deployed at group level.

If this approach aligns with your current priorities, we would be glad to discuss a pilot project.

Carla & Clément