Luxe Hotels Turn Artsy

The glitz of star hotels is becoming the brightest canvas for artists to showcase their talent. Art galleries are gradually making way for luxury hotels as the top-notch venues that host exhibitions, shows and art tours.

The Ritz-Carlton, Bangalore displays 1, 250 pieces of art throughout its spacious precincts, including masterpieces by sculptors like Alexandra Gestin and Manuel Carbonell and painters like Paresh Maity. Renowned artists like Meenal Jain, Ildikó Halász, Madhumita Bhattacharya have had their works exhibited at the Sofitel Mumbai BKC.

Showcasing art against the aesthetic backgrounds of a hotel add to the appeal, lending a sense of place to hotel interiors, says Antony Page, General Manager, The Ritz-Carlton, Bangalore. "Moreover, it is a huge draw for guests …who are mostly well travelled and have an eye for the creative arts. Art tends to spark many ideas and views bringing people together in a relaxed and refined ambience."

Says Biswajit, Chakraborty, general manager, Sofitel Mumbai BKC, "As new trends in hospitality arise, displaying art has become one of the leading examples of this radical change."

Art houses too feel the need to collaborate with hotels and use their opulent premises as a platform to reach out to the audiences that matter.

A majority of the target audience are the guests staying at the hotel but that is also an advantage, says Uzma Irfan, director, Prestige Group & Founder, Sublime Galleria, "As it creates an opportunity for the art market to tap into buyers globally, from different markets, cities and countries. The art gallery also stands to get wider exposure with such associations. Reputed hotels cater to international clientele as well as HNIs. Many of them, tend to drop into art galleries quite frequently, so hosting an exhibition where they are staying opens up a host of opportunities."

Moreover, an artist would love his or her exhibition at a distinguished gallery, museum or hotel, says Irfan. "Such an association would be highly beneficial to the artist."

According to Ashok Adiceam, director public affairs, Delhi Art Gallery (DAG),art and especially modern and contemporary art is indeed entering the space of luxury and boutique hotels, as a way to complete the distinctive and exclusive experience they are offering to their clients. "It is obviously a very good thing, provided there is a proper selection and well thought out display and scenography, which mirrors the values of the hotel and especially respects the work of art display," says Adiceam, adding that DAG has already organized auctions in several palatial hotels.

Benefits to artists and art galleries aside, the blending of art into a hotel's premises has a positive bearing on the hotel as well. "Attracting affluent audience is the key benefit. These individuals are bon-vivants, and enjoy the finest things in life. The hotels have to hold such exhibitions periodically to gain a reputation of a provisional art gallery to attract the relevant audience," says Irfan Khan, director, sales & marketing, InterContinental Chennai Mahabalipuram Resorts.

In short, similar to hotel guests checking out the artworks on display; the crème of art buyers could perhaps make special visits to a hotel as they visit an art gallery, and then end up experiencing the other offerings at the property.

But to prove advantageous to all stakeholders, the art has to be selected meticulously, feel experts. "Warm hues and visual appeal are key when choosing art pieces. There are shades of rust, flaming oranges, ochre and reds which are a recurring theme to all the artworks, thus lending a warm and inviting indoor atmosphere," says Page from The Ritz-Carlton, Bangalore.

The programming and display should be executed as professionally as a good meal cooked by a chef in the same hotel, says Adiceam from DAG. "Organising an art exhibition is as demanding as hosting a very important client in a 5-star hotel: one has to think of the usage, code of practice, and the satisfaction of the user in the interest of the artist."