PROFILE
grindr standard
When met
LANDIS SMITHERS WANTS TO CAPTURE THE IMAGINATIONS OF HOSPITALITY ' S MOST CAPTIVE AUDIENCE : THE HOTEL GUEST .
By CHLOE RILEY , ASSOCIATE EDITOR
Landis Smithers , the former vice president of marketing at Grindr , was named chief creative officer by Standard International in January .
Landis Smithers has no experience in hospitality . And as far as Standard International is concerned , that ’ s a great thing . Perhaps the most crucial piece of experience the 47-year-old Smithers possesses is his innate talent for the reimagining of ideas that tend to get stuck . Hired by New York-based Standard International in January as chief creative officer , Smithers most recently was vice president of marketing and creative director at Grindr .
Yes , that ’ s Grindr , the former gay hook-up app turned social networking opportunity for gay , bi , trans and queer people .
“ When I got the call for this job , it was through someone I knew who had been asked , ‘ Do you know a creative who isn ’ t in the industry who is really good at disputing the norm and looking at things through fresh eyes ?’” says Smithers . “ And this friend said , ‘ There ’ s only one person you should talk to ,’ and gave him my name .’”
Smithers , who has held creative director positions at Pepsi and Playboy , and worked as a fashion photographer , says he already was drawn to hotel brand before being offered the role , having regularly stayed
April 2018 hotelsmag . com 35