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Our favourite memories are most often associated with feelings. How or what did we feel at that time? Comfort, charm and quality. Upon reflection, these are the intangibles that define an exceptional hotel experience. These ads for Varscona draw parallels between the intangible and the very tangible, combining a sense of feeling with macro shots of materials and textures by Curtis Comeau. Comfort is aligned with linen. Charm with slate. And, in this ad specifically, quality with terry cloth.

Quality has its measure.
Whether by thread count or the number of good reviews, quality can be
quantified. Quality is reliable and reassuring. It’s a warm embrace that
reminds you of home. Quality always has you covered.