The art hotel trend shows little sign of abating. In fact, the conceits seem to be getting more intense and deeply wrought. In this New York Times story about several art hotels in the US, France and the UK, the focus is on two in London, particularly the Beaumont which features a room build within Antony Gormley’s sculpture (above.)

But the art in the hotel isn’t as simple as a commission from a recognizable brand-name artist like Gormley, according to the wife of one of the owners, Lauren Gurvich King:

“There is a simple decorative element that alludes to a particular period, but there is also a strong narrative,” Mr. King said. “Each work supports the back story I created about the New York hotelier Jimmy Beaumont who moved to London in the late ’20s to open his eponymous hotel.”

The art — a mix of more than 1,700 original paintings, photographs and prints that relate to places or people Jimmy would have known — serves to support the story and lend authenticity, the abiding buzzword today among hoteliers striving to offer guests an immersive and memorable experience. “If the art is not authentic when trying to create an atmosphere from a particular era, then you risk ending up with pastiche, when the intent is to celebrate the craftsmanship and creativity of the originals,” Mr. King said.

New Destination for Art: Upscale Hotels  (The New York Times)