Fire twirlers, stilt walkers, a fashion show and belly dancers aren't the first thoughts that spring to mind when someone says 'conference'. It's hard to imagine that just over a week ago, 1,320 members of the luxury travel community were being showered with gourmet food, drinks and world-class entertainment at the La Mamounia Hotel Marrakech (voted the number one hotel in the world last year by Conde Naste). The La Mamounia experience was just one of three spectacular evenings at this year's PURE Life Experiences conference in Morocco. #HASHTAG was there to create photographic experiences for PUREists to remember the incredible events.

pure life experiences

PURE is designed by Beyond Luxury, a UK-based media company "dedicated to creating industry-changing marketplaces for the high-end travel market." Run over four days in September, the conference helps to build relationships between buyers and exhibitors in the luxury travel community. 

The focus was on the 470 unique exhibitors’ stands, where travel buyers had the opportunity to be wowed by luxury hotels and travel experiences. Old and new relationships were nurtured in the halls of the Palais De Congres between rounds of sweet Moroccan tea. The experiences on offer ranged from Himalayan mountaintop yoga retreats, and Amazonian jungle huts, to exclusive island-hopping yacht cruises through the Maldives.

A #HASHTAG Mini Kiosk was set up in one of the halls to invite guests to print out Instagram photos from the week, tagged with #ChangeWorlds. The hashtag garnered over 1,000 social posts throughout the week which had a whopping global reach of 800,000. We helped to build a photo wall that was on display in the exhibitors' hall. Although the business end of the conference happened during the day, the night time was when the real extravaganzas took place.

instant branded polaroids

Morroco is home to some of the finest hotels in the world. PURE held a welcoming party at La Mamounia, the awards night at Sofitel Palais Imperial and the mystical closing party in the Sahara desert. The evening events were magical experiences that kept impressing. The entertainment was constantly flowing along with incredible locally inspired buffets and an endless bar.

#HASHTAG was at the events to capture all the excitement with #INSTANT branded polaroids. Our polaroid team shot over 1,000 instant photos of guests, whilst covering pictures with four different beautifully designed borders. PUREists went mental for their pictures and sent our team into shooting overdrive!

The final desert party wrapped up in the early hours of Friday morning. PUREists were left to head back to reality the next day, not knowing how to explain PURE properly to anyone who hadn’t witnessed the wonder. This certainly was a one-of-a-kind conference experience.  

PURE magic!