Differentiation through a curated art collection - how boutique hotels have implemented this rising trend
Creating unique and extraordinary experiences with original art for hotel properties around the world. Increasingly, travelers appreciate unique hospitality brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences. The discerning guest wishes to feel like they are experiencing something that has been carefully designed and considered, with meticulous attention to detail. Together, these elements constitute the overall hotel ‘experience’. They want to feel like they have found a hidden gem that they can recommend to other discerning travelers, which in turn will reflect their own criteria for unique and one-off hotels and serviced apartments.
Seen in many boutique hotels in the US such as Faena in Miami, the Gramercy Hotel in New York and the Edition Hotel in London all follow the same philosophy to add a curated art collection as part of their brands guest experience. From emerging artists to blue-chip pieces from Damien Hirst or Andy Warhol those boutique hotels offer it all for the discerning art and design connoisseur.
Due to the rapidly growing luxury hotel market, hotels are now seeking a way to distinguish their business from the competition, by creating a clear brand identity and offering a truly unique guest experience. Selected artworks would serve as both an aesthetic and financial asset, but would also generate marketing and publicity for the hotel through clients sharing images and locations via social media.
Times have changed, and guests are always on the look-out for something new, unique and authentic that matches their lifestyle. Therefore, it is essential for hotel owners, developers and interior designers to acknowledge the importance of acquiring one-of-a-kind artworks, that not only accompany the interior design concept but also have an individual story to share. The guest can participate and be inspired by this narrative in the interior, by strolling through the hotel and exploring the art collection.
Some boutique hotels have already discovered this concept and displayed provocative pieces of art, which designers have incorporated into the hotel to define a mood or tailor the experience based on the target audience. Whilst other boutique hotels have taken this idea a step further and purchased artwork to house in their own galleries, which in turn has provided a ‘must see’ attraction and another reason for guests to visit. Likewise, public areas in these hotels are a unique space in which guests can experience large art installations, and reflect on their abstract concepts. A stay in such a hotel is not only very special, but allows guests to participate in the process of artistic exchange and critique.
Boutique hotels are created for a reason. Guests no longer want to simply ‘stay’ in a hotel. Instead, guests want to play, work, enjoy and experience a thoughtful hotel concept together with elements that inspire and engage them. It is here that fine art and interior design feature to transform the hotel experience. However, individuality is a key component that has to be incorporated to the design and art concept. As a living art space, the hotel should offer its guests the chance to enjoy its site-specific collection in an exclusive, relaxed and unrestricted manner. A collection should grow organically over a period of time, and integrate with its environment.