Skift Take
In this Instagram era, a hotel art collection can be framed as an insta-marketing tool. We talked with several art curators about how luxury hotels can use art as a platform for branding and creating local buzz.
In times of yore, many hotels used art as the visual equivalent to Muzak. But in today’s Instagram world, the curation of hotel artwork is much more deliberate, as properties try to project their personalities onto the crowded canvas of the guest experience.
According to expert curators, art placed throughout the hotel, from the lobby to guestroom corridors to the rooms themselves, can serve multiple purposes. It can help sculpt brand image or further claims to a local provenance. Moreover, art collections can create conversations, along with responding to the desire of guests to project who they are by where they stay.
For Mia Nielsen, the art curator at The Drake in Toronto, the process of selecting art should begin by asking, “What kind of experience do you want to create for your guest? Is it something connecting to the local environment or broader conceptual idea
