The Power of Art in Hospitality: Creating an Experience Through Aesthetics
Key Takeaways
- Art in hospitality serves a greater purpose than just decoration – it enhances the guest experience.
- Art sets the tone and shapes the ambience to align with a venue’s brand identity.
- Thoughtful art curation provides guests with an immersive, multi-sensory experience.
- Strategically selected art directly impacts the customer experience and emotions.
- Venues collaborate with galleries, collectors and artists to acquire relevant works.
- Iconic hotels and resorts around the world have become famous for their art collections and programming.
- Local art, nature themes, minimalism and abstract styles are popular in hospitality art.
In this blog, we’ll explore the dynamic role art plays in the hospitality industry. We’ll travel through the history of art in hotels and restaurants, learning how it came to set the ambience.
We’ll see how art acts as an extension of a brand’s ethos. And we’ll discover how art selections directly impact the customer experience and memoirs guests take home.
When integrated strategically, art contains magic.
Let’s unlock the power of art in hospitality.
Art in Hospitality – Introduction
Art in hospitality. Just saying those words together sparks images of grand hotel lobbies with ornate paintings, restaurants with colourful murals and resorts with sprawling sculpture gardens.
Art has become ingrained in the hospitality industry, but it serves a greater purpose than just fancy decoration. Art in hospitality has the power to truly enhance the guest experience.
But how exactly does displaying art pieces transform a hotel or restaurant?
Sure, art looks nice on the walls. But it goes beyond aesthetics. Art sets the tone, shapes the atmosphere and helps craft an embodied experience.
It turns a venue into something more than just a place to sleep or eat. Every brushstroke and sculpture helps nurture the customer experience hospitality brands aim to provide.
The History of Art in Hospitality
Art has long played a starring role in hospitality.
Tracing back to ancient times, art in hospitality venues aimed to impress and delight guests. Frescoes and mosaics adorned the walls and floors of inns along trade routes.
The Romans built lavish villas with amazing art collections to house visiting dignitaries. Art in hospitality was a symbol of prestige and luxury.
In the Middle Ages, churches and abbeys opened their doors to travellers, surrounding them with religious-themed art. Grand European hotels of the 18th and 19th centuries flaunted fine art as a sign of refinement.
Iconic Example of Art in Hospitality
One iconic example was the Four Seasons Restaurant in New York City’s Seagram Building.
Mark Rothko was commissioned to paint murals for the Four Seasons restaurant in the Seagram Building in New York in 1958.
The commission was for 500 to 600 square feet of mural-scale canvases for the smaller of the two dining rooms, costing $35,000 ($327,000 in today’s money).
Rothko made a total of 30 panels, seven of which were to fit together in the restaurant. He produced a series of sombre, colour field paintings in dark red, maroon and brown hues specifically for the restaurant.
However, Rothko eventually grew disgusted with the idea that his paintings would be decorative objects for wealthy diners and refunded the lucrative commission.
He then donated the paintings to museums including nine paintings to the Tate Modern in London. These paintings have been on display at the Tate Modern ever since.
You can find out more details about this story in this video – Mark Rothko’s Seagram Murals: Great Art Explained.
From street art murals in hip boutique hotels to prestigious galleries inside luxury resorts, art in hospitality continues to evolve. But it remains an essential part of the guest experience. Tracing back through history, we can see how art established the identity of hospitality venues.
Art Sets the Tone and Brand
Beyond just decor, art in hospitality venues serves a greater purpose – it’s an extension and reflection of the brand’s identity and ethos. The art tells a story and sets the atmosphere. It’s a carefully crafted experience.
- For bohemian boutique hotels, the art is funky and eclectic with local artists on display. This reinforces their quirky and creative brand image.
- Luxury hotels and restaurants acquire works by big name masters like Picasso or Chagall to exude an air of refinement. The fine art collection communicates its exclusive status.
- Nature resorts decorate with landscape paintings, flora and fauna sculptures and natural materials to immerse guests in the serene environment. The art enhances the organic vibe.
- Casual cafes showcase abstract art, graffiti murals and unconventional materials for an edgy, hip ambience. The art says “laid back” and “chill“.
Art in hospitality tells a visual story that sets expectations for the customer experience. It expresses the venue’s persona and the emotions they want to evoke in guests.
Some key points on how art sets the brand tone:
- It reflects style and conveys status
- Shapes the atmosphere and mood
- Acts as visual communication about the experience
- Immerses guests in the brand world
- Establishes personality and character
Strategically selected art in hospitality effectively expresses the ethos and promise of a venue beyond words. It’s an unspoken bond between business and guest.
Art as an Immersive Experience
For many guests, art in hospitality venues becomes an experience in itself – more than just pretty objects to glance at. It’s a multi-sensory immersion that arouses emotions and curiosity.
- Some hotels offer art tours and talks, from art history lessons to meeting resident artists. Guests can gain deeper knowledge and connections.
- Sculpture gardens, art installations and video projections transform grounds and public spaces into engaging landscapes to explore.
- Galleries and rotating exhibits give travellers access to new art they otherwise may never experience.
- Interactive art gets guests involved through hands-on exhibits, digital engagement, and even arts and crafts.
- Live music, classes and artist events allow guests to engage more senses with art in hospitality.
Venues are curating art in hospitality as an embodied participation:
- It stimulates sight, sound and touch to create a multi-sensory experience.
- Provides intellectual stimulation and emotional responses.
- Offers connection through culture and creativity.
- Becomes an adventure for guests to actively take part in.
- Leaves a deeper impression than passive decoration.
Hotels and restaurants are realising the potential of art in hospitality to move travellers. Thoughtfully curated, it’s not just something to look at – it’s an experience within itself. Immersive art adds excitement and emotion to a stay, making memories vivid.
The Customer Experience Impact
At its core, hospitality is about providing an experience. From comfort to cuisine, every element aims to nurture and delight the guest. This is where art in hospitality plays a powerful role.
Strategically selected and placed, art directly shapes the customer experience. It stimulates moods and emotions that the hospitality brand wants guests to feel.
- Tranquil landscape paintings and quiet classical music create a peaceful, mindful ambience at a spa. Guests feel relaxed and rejuvenated.
- Bold abstract sculpture and dynamic lighting transform a lobby into an energising space. Guests feel inspired and eager to explore.
- Historical local art educates travellers about regional stories and culture. Guests gain appreciation and connection to the place.
- Whimsical, playful art delights families and kids. Guests feel joy and can spark the imagination.
Venues utilise art in hospitality to
- Set a pleasing aesthetic that feels cohesive from decor to dishes.
- Make customers feel welcomed, understood and cared for.
- Directly nurture desired emotions – comfort, excitement, intrigue.
- Build a sense of meaning through beauty and storytelling.
- Make memories vivid, lasting, and unique.
Thoughtful art in hospitality choices enhances the intangible aspects of guest experiences. Visual beauty and emotional impact create impressions that last long after the trip ends.
Art Selection and Curation
For hospitality brands, choosing impactful art in hospitality requires careful selection and curation. Their art programme sets the aesthetic tone and guest experience.
Where and how do venues obtain standout pieces?
Many hotels and restaurants work directly with art galleries, collectors and even artists to acquire works that align with their brand. Others hire art consultants or designers to create a curation plan.
Some key approaches:
- Commissioning original pieces – Hotels can hire artists to create functional art like sculptures, wall murals, light fixtures and more custom for their space.
- Local art – Boutique hotels often feature works by area artists which provides cultural immersion for guests. Supporting the local arts community also builds goodwill.
- Themed collections – Some venues curate their art around a central theme or concept meaningful to their brand identity or location. This creates a cohesive effect.
- Rotating exhibits – Displaying a frequently changing selection of works from galleries keeps the art program dynamic. This also allows more artists to gain exposure.
- Artistic partnerships – Hospitality brands can partner with museums, art festivals, foundations and galleries for special exhibitions or events that provide exclusive access to guests.
Thoughtful art in hospitality curation takes time, resources and vision. The works displayed should feel connected to the brand’s values and enhance the environment.
Keeping collections fresh and relevant ensures art remains an impactful touchpoint in the guest experience.
Famous Examples From Around the World
Around the globe, certain hospitality venues have become iconic specifically for their integration of experiential art in hospitality. Their collections create one-of-a-kind environments that immerse guests.
- Rome Cavalieri by Waldorf Astoria in Rome, Italy: This hotel is something of a museum with its collection of masters’ paintings, rare tapestries, French period furniture and fine sculptures. Artists featured throughout the hotel span the traditional to the contemporary, including Henri Vollet, Ennio Morlotti, Nicolas Tournier, Andy Warhol and Victor Brauner.
- 21c Museum Hotels – This boutique chain has small contemporary art museums right in their hotels. The rotating works are curated to engage and challenge guests.
- The Silo in Cape Town, South Africa: This hotel is a former grain silo that has been transformed into a contemporary art museum and hotel. The hotel features works by African artists such as William Kentridge, Nandipha Mntambo and Cyrus Kabiru. The rooms are decorated with a mix of antique and modern furnishings.
- The Fife Arms in Ballater, Scotland: This hotel is filled with special commissions from respected names across the globe, and over the last few years, the hotel has become a destination for art lovers. The hotel features a large collection of Scottish Victorian-era furniture and hundreds of eclectic touches, all artfully harmonious with help from Russell Sage Studio.
- Byblos Art Hotel Villa Amistà in Verona, Italy: This hotel is a unique blend of contemporary art and classic architecture. The hotel features works by artists such as Damien Hirst, Anish Kapoor, and Vanessa Beecroft.
- The Beaumont in London, England: This hotel features a collection of Art Deco and modernist art, including works by Pablo Picasso, Henri Matisse and Andy Warhol. The hotel also features a sculpture by Antony Gormley on its roof.
These famous examples show how iconic properties integrate art in hospitality in innovative ways that delight and inspire. Their collections deeply resonate with travellers seeking destination experiences that engage more than just the eyes.
Popular Art Styles and Themes
With so many options, what are some of the most popular art styles and themes seen in art in hospitality installations?
While venues get creative, a few key trends stand out:
- Local art – Boutique hotels, in particular, pride themselves on displaying works by regional artists. This allows guests to connect with area culture and talent. Unique mediums like pottery, textiles and glass art are popular.
- Nature themes – Landscape paintings, botanical prints and animal sculptures bring the outdoors in. These are especially prevalent at eco-resorts, mountain retreats, and beach properties looking to accentuate natural serenity.
- Abstract art – Sculptural pieces, graphic prints, and multimedia works are modern and convey free-spirited energy. Their interpretive quality stimulates the imagination.
- Minimalism – Clean lines, negative space and simple but striking forms create a peaceful ambience. These seamlessly integrate without visual clutter.
- Black and white photography – From cityscapes to portraits, the classic medium offers timeless art with wide appeal. Photos also personalise spaces by depicting local scenes.
- Exotic cultural art – Non-Western styles like Aboriginal Australian, Maori and indigenous African art provide guests immersion into new places and perspectives.
Art in hospitality is incredibly diverse but these popular forms allow venues to achieve common goals: highlight local flavour, bring nature indoors, set a modern mood or transport guests. Strategic themes craft experiences through art.
Final Words About Art in Hospitality
When integrated purposefully, art in hospitality contains transformative power. It shifts spaces from simply pleasing to meaningful and memorable. Art selections set the stage, mood and brand experience well before the first guest interaction.
As we’ve explored, art is far more than decoration or design elements. It’s an imprint that resonates emotionally and intellectually. A powerful component of the guest journey.
For hospitality businesses looking to provide multi-dimensional experiences, art strategy deserves focus. From curating local works to holding gallery events, art programming brings value. It deepens the connection between travellers and destinations.
The next time you visit a hotel or restaurant, take a fresh look at the art. See how the pieces enhance the environment and emotions. Appreciate venues leveraging creativity to craft impressions. There are stories on the walls waiting to be engaged with.
What artful venues have you visited with standout art experiences?
Share your favourite examples of art in hospitality and how they impacted your visit. I’d love to see more hospitality brands get creative with art.
Other related articles:
Wall Art and Colour Psychology
Creativity Challenges in the Modern World
Horizontal or Vertical Painting. Which is Better?
Exploring the Difference Between Modern Art, Abstract Art and Contemporary Art
