Art in Hospitality: Perfect Match or Marriage of Convenience?

Because a Basquiat in the lobby just isn’t enough.

"Did you notice the painting when we walked down the hall?"
With a nod, Marine silently confirmed she missed it. Yet, it was a Dali, hanging in a niche of this iconic hotel on the French Riviera. While the piece is undoubtedly prestigious and significant in the works of the Catalan surrealist, it didn’t invite us to take a closer look. This is a recurring issue, even in the world's most beautiful hotels: art is often used as a “quick fix” to elevate a space, without being considered a true experience. But it’s only when art is genuinely woven into the fabric of a hotel’s story that it can truly transform the way guests experience the place.

A few years ago, while working at the Bristol Paris, I realized that extraordinary artworks were everywhere, yet nothing was happening. They waited patiently to be admired, whether in the garden or elsewhere, but never managed to break the invisible wall between them and the guests. So, I decided to spark a real conversation by creating two powerful experiences: a breakfast one-on-one with Picasso and a Michelin-starred dinner with Chagall. Both included an overnight stay in a suite and a unique culinary experience (for the first time in the history of the Palace, a dinner served in-room by Epicure, the hotel's three-star restaurant), made possible through a partnership with Opera Gallery, a Parisian art gallery. Beyond the commercial success, the media buzz was significant. Proof that when you tap into emotions with a powerful story, the ordinary immediately becomes unforgettable.

Le Bristol Paris, Claire Cocano

Today, some hotel brands have truly grasped the power of art. The American group 21C has made it their specialty, with properties that all feature collections of over 5,000 works, rotating exhibitions, and art scattered even in the bathrooms. A similar strategy is employed by Belmond, with the L’Observatoire Suite aboard the Venice Simplon-Orient-Express, designed by French artist JR. Normally known for monumental installations and optical illusions, he didn’t simply “decorate” the train; he turned it into a visual manifesto, infused with the nostalgia of the golden age of rail travel. At The Silo in Cape Town, art becomes a universal language, thanks to Michael Jacobs, the Art Concierge. Through his words, the paintings and objects displayed in the hotel provide a testimony to a constantly evolving South Africa, guiding the traveler’s gaze and helping them understand the country they’re visiting. A bridge between guests, owners, and curators that can also be found in more intimate properties, such as Villa La Coste in the South of France.

Even though these times may not be the most conducive to major creative movements, art evolves with the times… and hospitality is keeping up. Several establishments have already embraced NFTs, turning digital into a new space with endless horizons. Take, for example, the Musée de la Médina at the Marrakech-based Izza hotel or the immersive tea time at Rosewood London. And then there are those who blur the lines even further between design and hospitality. In Japan, Not A Hotel has turned its Tokyo location into an immersive artwork by NIGO. Here, the hotel doesn’t showcase art: it is art.

At Zero, we firmly believe that it's crucial to break art free from the elitism it’s been trapped in for too long. To transform it into a tool for exchange, dialogue, and learning. An undeniable asset at a time when “skillcation” (the idea of combining vacation and knowledge) is more sought-after than ever by travelers. Using art is a unique opportunity to strengthen your brand identity and anchor your property in its environment, while educating your guests about the culture of a country or a creative movement.
To help you create the most fitting experiences for your portfolio and roll them out hand in hand with your teams, don’t hesitate to reach out to us: we’d be thrilled to offer you a “museumstorming” session (Take a look at our Instagram to get the full picture).

• Brazil vast open-air art gallery gets its first hotel (Paul Richardson, The Financial Times)
  An article that explores how transforming an art gallery into a hotel blurs the line between hospitality and cultural immersion, confirming the growing appeal of experiential art in travel.

• The Artification of hospitality: Art Hotels as the New Frontier of Sustainable Cultural Tourism (Mark Anthony Camilleri, University of Malta)

  This research investigates how some hotels are transforming into significant cultural tourism hubs. It identifies four types of travelers, categorized based on their level of awareness and interest in art hotels and art-related experiences.