Whether it’s the architectural pattern on hallway carpeting, digital graphics illuminated on columns in the lobby, screen-printed calligraphy on wallpaper, or framed portraits created by a local painter, art is integral to the aesthetic of a hotel.
It can add value, tell a story, differentiate the property from competitors, and change a guest’s experience for better or worse, according to art consultants and interior designers. “Art should add that little extra spark,” says Francine Ellman, president of Art Source L.A. “Having the wrong art is as bad as having no art.”
Alana Okun, senior interior design professional with HOK, agrees. “Every hotelier is trying to draw people into their hotel, whether they are coming to stay or have a meal in one of their hotel restaurants,” says Okun, who is overseeing a project with the Marriott Marquis Washington, D.C., set to open in May. “It used to be about just getting something on the wall, but that’s changing. [Hotels] are putting much more thought into it. It needs to feel different and special.”
Several art experts, consultants, and interior designers, who love thinking outside the frame and looking at the big picture, offer the following tips to consider when sourcing artwork for your property:
Decide if you really want to invest: Art can be a business investment and several properties, including Park Hyatt hotels and 21c Museum Hotels, have even become known for their art collections. “There is a huge trend for hotels to be like gallery spaces, where visitors and guests are encouraged to explore and stay longer in the public areas of the hotel,” says Margot Warre, a senior art consultant at Canvas Art Consultants. “Is art going to be used as a long-term investment and part of their marketing approach, or is it just space fillers on walls?”
Form your art sourcing team early: “Art should be considered as part of the complete interior design approach,” Warre says. “The art consultant must work closely with interior designers to achieve the idea/theme of the hotel.”
Know your hotel: It’s key to have an understanding of your hotel, brand, location, and clients, which will help when determining a successful art direction, says Ellman, who has 40-plus years of experience in the industry. For example, she says, a Las Vegas hotel might have loud and wild artwork, while a family hotel on Long Island, N.Y., would have a different artistic feel.
Set your parameters: These include your budget, timeframe, project scale, and a list of those designated to make final decisions, Okun says, adding it’s important to have a basic idea of how much art you need in your space and where it’s going to be placed. This will avoid mishaps like putting art near a fire alarm.
Be prepared for a Q&A: Shawn Sullivan, partner at the New York-based architecture and design firm Rockwell Group, suggests answering a few questions that will help your art sourcing team find the best pieces for your property: Why do you feel you need artwork? Is there something missing? What makes your property special? What’s new and different? What do guests love about your property? What makes you stand out from competition down the street? “This will help us get to the essence of what’s needed,” he says.
Find your hotel’s story: “You want people to leave with an experience. We try and find how we can do that with artwork, which has the potential to not just be beautiful, but to tell a story,” Sullivan says. “Art is really powerful for us to connect to an overall story or a location, in which art can tell a story with how your hotel fits in with whatever neighborhood or city it is in.”
Go for the ‘wow’ factor: “Every hotel should have a feature art piece that helps create its identity. The ‘wow’ factor of that piece will help the hotel gain recognition and publicity, which in turn will reach out and draw in guests from a global market,” says Moon Wong, a senior art consultant at Canvas Art Consultants. “When hotels buy art, they should look beyond the vibe and décor of the hotel and also consider how it is going to make a lasting impression on the guests.”
Remember, details matter: This is includes installation, lighting, framing, spacing, and maintenance, Ellman says. “It needs to be very precise. Pay attention to the minute details. Everything counts.”
Photo by Eric Laignel; Andaz Maui at Wailea
I do agree with everything in this article. It is important to give the guests a lasting experience as they may want to return in the near future and you don’t want them to stray from your offering. One way to do this is with artwork, but the best way is with original artwork. While many see this as cost prohibitive I would challenge you to select an (emerging or mid career) artist and obtain a quote for your next project. You may be surprised to find that they can fill your new accommodations at or below your budget. While a top name brand artist may bring a “wow factor” as described above, it is typically also the most expensive work available. In this case it should be used as such, while sourcing a more cost friendly, complimentary artist to fill out the rest of your space. Staying within budget is a number 1 priority on any project, but getting something of value for that money should be high on the list as well.
Another great place to source art is working with an artist collective. These typically are made up of Fine and Functional artist so their offering can include Lighting, furniture, sculpture, and paintings. Places such as Cleveland Art in Ohio are great resources for your next project. They offer hand made lighting with glass from their own studio, amazing tables, chairs, book shelves, antiques. You can even visit their studios to look through the reclaimed pieces and hand pick subjects to base your theme around. They also work with artists, like myself, to offer paintings sized to fit any wall on a variety of mediums like steel, canvas, paper, and wood.
For your next project take a minute to look outside the box and you might be surprised what you find!
Very interesting article. Will use some tips for our own customers.. (hotels ;)).