Hotels as Art Galleries
April 26, 2018
In the past, art for hotels was often selected from manufacturing companies that produced art on a large-scale basis. Today interior designers and art consultants are going deeper to leverage the power of art by researching artists and their work to pull together unforgettable collections that create unforgettable experiences. Curating unique artwork not only creates a branded ambience, it prompts guests to explore, discuss and think back upon their stay once it has ended. All of this translates to word-of-mouth advertising, and both repeat and new visits.
Because of my experience with the Westin DIA and now the Ritz Carlton-Vail, and because beautiful and interesting hotels provide a fantastic backdrop for art, I have been exploring those that take art beyond a simple still life in the lobby and into a gallery-like experience. The 21c Museum Hotel, Louisville is one that proves memorable in this regard and is especially intriguing to me because of my long-time interest in historical buildings.
21c is made up of five renovated 19th century tobacco and bourbon warehouse buildings and provides an immersive artistic experience from the moment you look upon the main building. Red penguins and a golden statue of David are hard to ignore, piquing curiosity and inspiring you to step inside.
Because of my experience with the Westin DIA and now the Ritz Carlton-Vail, and because beautiful and interesting hotels provide a fantastic backdrop for art, I have been exploring those that take art beyond a simple still life in the lobby and into a gallery-like experience. The 21c Museum Hotel, Louisville is one that proves memorable in this regard and is especially intriguing to me because of my long-time interest in historical buildings.
21c is made up of five renovated 19th century tobacco and bourbon warehouse buildings and provides an immersive artistic experience from the moment you look upon the main building. Red penguins and a golden statue of David are hard to ignore, piquing curiosity and inspiring you to step inside.
21c Museum Hotel in Louisville | Image Source: HotelScoop
The variety and abundance of contemporary artwork within contrasts nicely with the hotel’s “historical bones"* and legitimizes the word “museum” in its name. There are both permanent and rotating exhibits including portraits, paintings, photography, sculptures, and interactive installations by global artists. As in a museum, guests naturally stop, look, and wonder.
The Red Penguin sculptures can be seen sporadically throughout. This exhibit becomes a friend, something you look for, and eventually a snapshot in your memory that you want to share.
Artwork extends into the restaurant, the gym, the halls, and of course, the guest rooms.
21c’s Restaurant - Proof on Main | Image Source: Official Website
The time, money and effort 21c Museum Hotel, Louisville puts into art selection creates their reputation.
Do you think it pays off?
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Do you think it pays off?
To comment on this post, please visit my blog on