The idea of the experiential marketing ploy is to highlight Marriott’s new room decor by turning one of its rooms upside down. The installation has a chair, a desk and a bed hanging from the wall on one side, so when you walk in and take a picture, it appears as though you are on the room’s ceiling. “This was a really fun, creative way for us to be able to showcase our new design, where we’re literally taking the guest room and flipping it on its head,” said Matthew Carroll, Marriott’s vp of global brand management. Marriott is no stranger to experiential marketing. Last year, the brand offered its guests virtual tours of Chile, China and Rwanda right from the comfort of their hotel rooms. In 2014, it tapped Oculus Rift to give guests tours of Hawaii and London through a giant simulator. Get the full story at Digiday