PRODUCT FEATURE
Art
Work of
As a number of hotels form partnerships with galleries and artists, the role of the art consultant is becoming increasingly important.
Art is such a personal expression, it seems curating a collection that caters to the masses is practically impossible. The variety of paintings, photography, sculpture, fine art and graphic art is endless, and their effects often profound. Should a hotel designer choose a collection
that is easy-on-the-eye, black and white photos of the surrounding area or a simple canvas in colours that co-ordinate with the furnishings perhaps? Or should they opt for wacky abstract sculptures and exclusive originals? Either way, each project is unique and,
according to Minda Dowling, founder of specialist hotel art consultants, Artefact: “A successful hotel art collection should function on a number of levels. It should reflect the hotel’s design and location, as well as being sympathetic to the environment in which the work will be shown.” Dowling adds: “As the
hospitality industry becomes increasingly competitive, hoteliers now recognise that art can make their properties unique. Hotel designers also look at art as a way to make their projects distinctive and attractive to an ever more sophisticated clientele.” Artefact’s mission is to help hotels create
art collections that will not only enhance the interiors but will also engage their guests. One brand that puts art at its core is art’otel.
The collection of European hotels not only fuses architectural style with art-inspired interiors, but displays original works consisting of paintings, sculptures and photographs designed or acquired specifically for the property, rendering each a unique art gallery in their own right. Art is so ingrained in the DNA that guests can even book a hotel by selecting their favoured artist rather than preferred location. Art’otel aficionados will no doubt be on tenterhooks as to the unveiling of collections at the new Amsterdam and London properties, slated
WWW.SLEEPERMAGAZINE.COM MARCH / APRIL 2012 141
Pics: Courtesy of the Saatchi Gallery Londonhe Churchill
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