Adam Shapiro – Founder L52 Communications

With over 15 years in the fashion industry, working with the likes of Burberry, Tory Burch, Marc Jacobs, Chloe and Gucci, it made total sense for Adam to launch communications agency L52 in 2016. Representing global clients like The Private Suite, Etro, Collagerie and Bally mean Adam is constantly on the move. This also means he know the best hotel lobbies for getting work done and has a great hack for maximizing air miles.

Not content with just a day job, Adam is also launching a menswear and travel brand, SMR, in January 2020 with his partners Dan May and Gautam Rajani.

Check out L52 @L52World and Adam on @shapsupinhere

Name 3 favorite hotels, anywhere, off the top of your head (can be glamping places, lodges, just no AirBnBs). Also why are they your favorites? (short answer is great!)

I haven’t been there yet – going for New Year’s – but I know the Explora in the Torres del Paine National Park in Patagonia will be one of these. So let’s save a spot for it. It’s an incredible hotel in the middle of a national park in the Southern tip of Chile. Remote, surrounded by unbelievable scenery. Hiking and horseback riding against insane backdrops. (I’ll adjust this comment just after the trip)

Taj Rambagh Palace, Jaipur – grand surroundings but somehow homey too, with beautiful grounds and the best thali in Rajasthan (or so my boyfriend claims).

Riad El Fenn, Marrakech – I’m a little biased, as it’s co-owned by my business partner’s husband, BUT: truly inspired interiors, wonderful food and staff and magical views of Marrakech and the Atlas Mountains. Beautiful but intimate, and cooler than the really grand palace hotels.

∙ What is the best hotel amenity you’ve ever encountered?

I always remember the products. Right when Byredo was launching, I stayed at the Nobis in Stockholm, and all of the bath products were Blanche. I love that scent to this day and wear it all the time. Also have a soft spot for the Bulgari Green Tea set at the Pierre in NY (not sure if they still have it – this was in ’99…which shows you how long that’s stayed with me).

∙ What do you love most about working in hospitality?

∙ What hotel room design element can you not live without? (ex: master switch by the bed)

Drawers and a good closet. It drives me crazy when you can’t actually unpack properly.

∙ What are your favorite “offices” while traveling? (ex: Chateau Marmont, NeueHouse, favorite coffee shops…)

I clock a fair amount of hours in the lobby at the Mercer. They save it for guests only, so you can always find a spot. Everyone is always happy to meet you there. And the ginger margaritas are delicious and go down way too quickly.

∙ Where would you go for a digital detox or just generally to get off the grid?

∙ You travel a lot for work…was this something you were seeking in a career? If so, how did you go about designing your career life to include so much travel, and how do you make it as relaxing and fun as possible?

∙ What 3 songs are on your OOO playlist?

Satin Jackets – Never Enough (Cassara Remix) – my bf and my song, which we listened to on repeat (and still do) while on a roadtrip through Cyprus

The Highwomen – favourite album of 2019 and I still cannot get enough of it. Someone’s from the South!

Also love a 70’s disco / classic road trip mix. Salsoul, Bee Gees – yes please.

∙ Do you have any favorite travel hacks (ways to score an upgrade, methods of getting your meal first on a flight, etc)?

If you’re not in a rush, don’t be afraid of the layover. Done right, it can double the points you would otherwise get on your long-haul flight.

∙ What do you always bring with you in your carry-on?

∙ If you could swap suitcases with anyone in the world (alive or dead) at baggage claim, who would you swap with?

∙ Have you or would you travel alone? If Y/N, why?

Sure. I had a great weekend at the Four Seasons in Kyoto following a work event in Tokyo. Ate (like seriously ate), shopped, visited shrines, hit the spa. I’m an inquisitive traveller, so I can always find things to do.

∙ If you’re going to a new place, and your friends have not been there, what do you consult for advice?

∙ What was your favorite room service experience ever?

∙ Best travel advice you’ve ever received, and from whom?

∙ Who is your dream “co-pilot” (travel partner- dead or alive), and why? 

∙ Anxiety and burn-out are big topics these days. How do you combat them, and how do you use travel to do so?

∙ Do you have any tips or tricks for beating the dreaded jet lag?

∙ Travel can be about the little luxuries…like a super amazing cup of coffee. Where was the best one you’ve had?

What about a big luxury? I’m lucky enough to work with The Private Suite, the private terminal at LAX. You go from plane to car (via chauffeured runway transfer) with bags in 10 minutes. Tops. Private customs, private security, and a suite stocked like a Duane Reade – more candy and medicine than you could possibly need.

∙ What is your favorite travel book or magazine- for at home, or abroad- and why? 

∙ What’s your go-to outfit for getting through security quickly, and still looking good?

Anything – and preferably everything – Loro Piana. 

∙ Rank the following, from most to least important to you, re: what you seek in a hotel experience: unique, comfortable, architecturally intriguing, close to things, dope minibar, has a pool, doesn’t break the bank, locals hang out there.

∙ If you could quit your job and follow the “Mamma Mia” dream (ie open a small hotel in a foreign land or on a remote island), where would you do it?

∙ What’s the craziest thing you’ve purchased abroad and brought home (or tried to carry-on) from your travels?

∙ You have an hour to spare at the airport. What would I find you doing?

∙ Where’s your next trip? If vacation, why did you choose there? 

Rapid Fire Round: CHOOSE 3 to answer (1 word/ short form!)

∙ Beach or City or Mountain?

∙ Alone or with someone else?

∙ In flight wifi- good idea: yes or no?

∙ Lost luggage, or lost phone?

∙ Airplane food- Y/N?

∙ Fantasy mini bar/fridge item?

∙ Early check-in/ late check-out? Early check in

∙ Favourite subscription service you’ll never delete? (ex: netflix/ spotify)

∙ In flight cocktail – Y/N? What kind?

∙ Favourite travel app (*get creative! Ideally something relatively unknown)

∙ Window or Aisle? Aisle

∙ Yoga or hotel gym? Hotel gym