Hotels have been using art to appeal to the affluent market for years. I remember when we launched Ritz Carlton Hotels years ago, art in the public areas was promoted as a major amenity, as it would become with many other hotel groups and individual properties. Artists in residence, experiences with art such as the Peninsula Academy’s class in Chinese brush painting, art tours, and even one with the word “museum” in its name (21C Museum Hotel), have all been part of the appeal. But now, especially at the recent Art Basel in Miami, it has been taken to the next level, both in uses in marketing and in reaching out to new audiences.
And that’s not just travel products, but lifestyle in general, brands ranging from American Apparel and Fiat to Maserati, Harper’s Bazaar and Samsung. Publishing, apparel, automotive, beverage, food, they’re all jumping on the bandwagon and in a major way. According to a recent New York Times article, “In Marketing, Art’s the Thing”, they’re using art to reach consumers in their 20’s and 30’s who are already making art part of their lives, as a differentiator in the luxury category, and as a point of reference for relating to the beautiful and artisanal. Miami hotels chose to wave their flag during Art Basel with popups – from The Newstand at the Standard Spa Miami and all night dining at The Raleigh to cultural events at The Betsy. The Betsy’s tie-ins were especially notable, featuring exhibits in its dedicated visual arts space, programming inviting guests to interact with the artists, and a cause related marketing initiative. Percentage of all works sold is contributed to the Zara Center for AIDS Impacted Youth in Zimbabwe.
Restaurants and bars got into the act with special themed menus like Red Steakhouse’s “Red Basel” and cocktail bar The Broken Shaker serving up drinks with their companion art. Pamela Drucker Mann, publisher of Bon Appetit cited food and art coming together, giving examples of restaurants designed to look like art galleries and “tablescaping”, designing table arrangements or centerpieces. Indeed, art sells.
Blogpost by Karen Weiner Escalera, President & Chief Strategist