Forget bland décor – a growing number of hotels are using art to make a statement, build their brand and entice guests, writes Jenny Southan.
Just off the expansive lobby of the Langham Place Beijing Capital Airport hotel is an open-plan gallery where you can wander in and peer at the latest in Chinese contemporary art. But this evening, the set-up is somewhat different – a long table in the middle has been laid for dinner, and guests are being served a five-course meal where each dish has been inspired by one of the works on display.
The colours and shapes in Wan Taifeng’s abstract Awakening from Dreams in a Garden No 4 are echoed in a grilled watermelon, warm goat’s cheese and vine-ripened tomato salad, while Cheng Yi’s Likeness of Water Two – a painting of a goldfish swimming in a pond – is interpreted as spinach soup with a fish-shaped prawn dumpling placed in the centre. As the plates are marvelled over, one of the artists in attendance draws caricatures of the diners.
Langham Place is unusual in that it is taking the trend of exhibiting art in hotels to a whole new level. But for other properties, displaying original – and often valuable – paintings and sculptures is a phenomenon that is growing in popularity. Tom Pattinson, director of Affordable Art China (affordableartchina.com), which organises annual art fairs in Beijing and Shanghai, was employed to curate six shows for the Beijing property since its opening in September 2010. He has noticed that not only has the demand for Chinese art from foreign buyers boomed over the past few years, but hotels across the country are looking to capitalise on it as well.
“Hotels are beginning to realise the value of higher aesthetics – they want something more than the standard big prints,” he says. And it’s not just in the East. From Vancouver’s Rosewood Hotel Georgia, which has recently unveiled a 200-piece collection, to the Bellagio in Las Vegas, which has an on-site gallery with works by Monet and Hockney, Western properties are also keen to get involved.
Tony Pontone, gallerist at London’s Albemarle Gallery, often receives enquiries on behalf of hotels. “They are looking for art that immediately connects with people,” he says. “It is not just decoration. These big hotels have enormous lobbies that invite major installations. There is more of an awareness about art, and hotels are locking into that, realising they have to put some appropriate work in reception, where first impressions count for a lot.”
Steve Halliday, managing director of Vancouver’s Rosewood, which features masterpieces in the entrance, lobby lounge and restaurant, lays testament to that: “We believe our collection of Canadian masters will enhance the guest experience and, ultimately, tie the property to Canada’s scenic west coast,” he says.
Ildiko Dudas, marketing manager for the Kempinski Corvinus in Budapest, which has more than 1,000 works, identifies another benefit. “Most are for sale but that is not the main reason we exhibit them – it’s more for the prestige,” she says.
Other properties have embraced creativity as part of their brand concept – dubbing themselves “art” or “design” hotels and investing in permanent installations. Hotel Bloom (hotelbloom.com) in Brussels has 287 rooms decorated with frescos by young artists, while the Art’otel brand (artotels.com), which became part of Park Plaza in 2007, now has five properties in Germany and one in Hungary. (It is set to open in Amsterdam this year and in London in 2013.) Each specialises in work by a particular contemporary artist – the Berlin City Centre West’s is Andy Warhol – with about 3,000 originals and limited edition signed prints in the bedrooms and public spaces.
The Hyatt Regency Churchill in London unveiled an exhibition of more than 40 works from Charles Saatchi’s collection at the end of January, thanks to a partnership with the gallery owner. Until April, guests will also be able to book a night in the Saatchi suite, which features numerous sculptures, paintings and photos, as well as a “wall-to-wall soap installation” in the bathroom. The rest of the show will continue throughout the year.
Why go to all this effort? Alvaro Valeriani, Hyatt’s area director of sales and marketing in the UK and Ireland, says it helps to make the hotel more memorable. Robert Henke, vice-president of marketing and branding for Park Plaza Hotels, agrees: “It’s a great way forward for an industry that is very competitive and largely commoditised – it gives each hotel a unique image and offers customers an experience they may not have very often.” Though he adds: “This is a business that is open to the public so adequate insurance is a must. All the works are marked discreetly – we keep an eye on it, it is part of our assets.”
Aby Rosen, principal of RFR Holding – parent company of New York’s Gramercy Park hotel, which showcases works by famous names such as Damien Hirst and Jean-Michel Basquiat – also recognises the value it can add to a hotel. “Fine art should go hand in hand with architecture,” he says. “To experience museum-quality art can be a massive part of a hotel’s appeal. A hotel serves as a patron’s temporary home and the art featured helps to establish comfort.”
Jennifer Phelps, art director at Le Méridien Chambers in Minneapolis, which is owned by art aficionado Ralph Burnet and has more than 260 modern works on display, agrees: “The artwork creates an interesting and engaging environment for guests. [Our hotel] is not just a place where you walk in the front door, head to the check-in desk and off you go. We have lots of people who come in, ask questions and want to take photos. You can enjoy it without feeling intimidated – it’s very relaxed.”
Ten top art hotels
1) Swatch Art Peace Hotel Shanghai
Swiss watch company Swatch has collaborated with artists such as Keith Haring and David La Chapelle, but this property – for which it is the primary investor – is a new departure. Open since November and operated by YTL Hotels, it has 18 studios where artists can live and work rent-free for up to six months in return for donating one piece of work. There are also seven “aesthetic” guestrooms and exhibitions open to the public. Visit swatch-art-peace-hotel.com
2) Kempinski Corvinus Budapest
As well as displaying more than 1,000 statues and paintings in its public areas, 335 bedrooms and 31 suites, the Kempinski was one of the first hotels in the country to have its own on-site art gallery when it opened in the early 1990s. There are temporary exhibitions of predominantly Hungarian work from the 18th century to modern day, plus evening private views and tours. Visit kempinski.com
3) Le Royal Monceau Raffles Paris
This historic property’s two-year revamp, completed in October 2010, has given it a fresh emphasis on culture and art. The restaurant, garden and first-floor landing feature a specially commissioned ceiling mural, an oversized teapot sculpture and “hunt-inspired trophies in unpolished wood” by French, Portuguese and Russian artists, while the 149 guestrooms provide wall space for a growing collection of photographs. An on-site library is stocked with more than 700 books on contemporary art, design and architecture, while a dedicated concierge provides information on the French capital’s art districts. There is also the on-site Art District gallery. Visit raffles.com/paris
4) Merrion Dublin
The five-star Irish hotel has a private collection of 19th- and 20th-century work by European artists such as abstract painter Mainie Jellet, whose Seated Nude hangs in the cocktail bar, and the younger brother of W B Yeats, Jack B, whose The Hour of Sleep resides in the front hall. Tours can be arranged with guides from the National Gallery, and guests can even enjoy an arty afternoon tea, with pastries inspired by some of the hotel’s artworks – try the “tear-drop of pistachio and white chocolate mousse” based on John Boyd’s Shut Eye with Acolyte (Praxis). Visit merrionhotel.com
5) Gramercy Park, New York
Offering “an enlivening mélange of high Bohemia”, the luxurious Ian Schrager/Julian Schnabel-designed Gramercy Park presents museum-quality art. The 185-room property features changing displays in the lobby, restaurants, bar and roof club, so visitors can sip a coffee next to a collection of 20th-century masterpieces by artists such as Andy Warhol and Damien Hirst. Guest curators also put on shows every few months. Visit artgph.com
6) Cosmopolitan, Las Vegas
The Cosmopolitan opened in 2010 and features publicly accessible pieces including digital art by Leo Villareal, giant stiletto shoes by Roark Gourley, and graffiti on the walls of the underground car park by artists Kenny Scharf, Shepard Fairey (creator of the iconic Barack Obama Hope poster for the 2008 presidential elections), Shinique Smith and Retna. You can even buy small US$5 originals from on-site vending machines, and there is an artist-in-residence scheme. Visit cosmopolitanlasvegas.com
7) St Regis, Singapore
The St Regis’s US$10 million collection comprises more than 70 original paintings and sculptures by greats such as Marc Chagall, Frank Gehry and Fernando Botero, whose Reclining Woman resides outside the entrance. Making the most of local contemporary talent, the hotel has also commissioned pieces including Anthony Poon’s Sense Surround, a crimson ribbon-like steel installation. The red-walled Astor bar features ten bullfighter lithographs by Picasso. Private tours are available. Visit starwoodhotels.com/stregis
8) Dolder Grand, Zurich
The Foster and Partners-designed Dolder Grand features more than 100 artworks, many of which are part of owner Urs E Schwarzenbach’s collection. Stroll around the outdoor courtyards, public areas, restaurant or spa wing and you may spot Marc Quinn’s Archaeology of Desire, Henry Moore’s Three Piece Reclining Figure: Draped or Salvador Dali’s Femmes Métamorphosées – Les Sept Arts (pictured on our front cover). Andy Warhol’s Big Retrospective Painting graces the space above reception, while other creations are viewable only to guests staying on certain floors. Visit thedoldergrand.com
9) Semiramis, Athens
A member of the Design Hotels collection, the 51-room Semiramis is the brainchild of famed industrial designer Karim Rashid. Patron and owner Dakis Joannou collaborates by exhibiting art from his personal collection, offsetting the wacky décor. Rotating biannual shows give guests face-time with works from contemporary master Jeff Koons, and Brit Art duo Sue Webster and Tim Noble, along with pieces on loan from international galleries. Guestrooms have lightbox installations above the beds, signature furniture by Rashid and electronic message boards that replace traditional do-not-disturb signs. Visit yeshotels.gr
10) Le Meridien Chambers, Minneapolis
Hotel owner Ralph Burnet is an esteemed collector of contemporary art, and for the opening of the 60-room Le Méridien Chambers six years ago, he took it upon himself to buy works for each of the bedrooms, as well as lend pieces from his own collection to display in the public spaces. There are more than 260 artworks by the likes of Gary Hume, Sam Taylor-Wood, Tracey Emin and Chuck Close, ranging from video installations and a five-floor graffiti wall to originals and limited edition prints. The on-site Burnet Gallery has changing exhibitions, and free art tours, while passes to the Walker Art Centre are available. Visit lemeridienchambers.com
