The trend of hotels using art to heighten the experience of staying at a particular property has been in place for some time. We’ve also seen the growing use of borrowed art to stage homes for sale with the intention of increasing the perceived value of the home but also in the hopes of selling the art to the homes’ buyers.
Now the Financial Times takes note of a new trend where hotels are actively approaching art galleries like Gagosian, Blain Southern, Galeries Perrotin and others to create installations that will appeal to their guests. The hotels have also worked out commission splits to make the events more than just a way to dress up a property.
Here’s what the Eden Rock in St. Barths’s program manager Martin Tonk says about the effort:
“The galleries don’t have our database, and we don’t have theirs. But I know for certain they overlap, and that that overlap could be bigger”.
The business of hotel art (Financial Times)
