The specially designed frames will be popping up in a total of 20 locations around central London, including Tower Bridge and the V&A, as well as in Chester, Birmingham, Weymouth, Canterbury and Southampton until 21 November.
Each of the frames have ben individually designed to reflect features of the Celebrity Cruises experience. They are made of materials including turf to represent the grass lawn aboard the brand's ships, Persian tiles that can be found in its spa steam rooms, decking, and a material that represents the ice surface found in Celebrity Cruises’ on-board martini bars.
The activity aims to encourage people to take a moment out of their busy schedules to appreciate and capture a different view of an otherwise familiar sight.
Members of the public are being invited to stop off and snap a photo through one of the frames. Individuals who opt to share their images on social media using the hashtag #ADifferentView will be in with the chance to win a range of prizes.
These include experiences with Celebrity Cruises’ ambassador, Oz Clarke, and a luxury cruise holiday.
Toby Shaw, director of marketing and PR UK and Ireland at the brand, said: "London is an iconic city which is made up of an incredible array of neighbourhoods, each with their own quirks and personalities. Celebrity Cruises has partnered with a range of known Instagrammers to curate a photographic tour giving Londoners a truly different view of their well-known city."