Ms. Locke

Furniture, Fixtures & Equipment

Are You Using Your Hotel Artwork Creatively?

By Amy Locke, Director, Interior Design, Hatchett Hospitality

• inlaid designs of wood or marble on walls and floors
• waterfalls, either trickling gently down a wall or rushing loudly into a pond
• mirrors, either alone or in a unusual arrangement of sizes and shapes
• shadowboxes that display items in 3-D
• wall or ceiling murals
• wall niches or small shelves that enhance the display of flowers or sculpture
• glass block that serves as a wall or room divider, perhaps with special back-lighting to enhance the effect of design and color
• carpets that can be made in custom colors and patterns, especially in large public spaces (although special-order carpet can also be used in guest rooms, while special mosaic floors can be installed in bathrooms) Exactly how you combine these various "artwork" elements will depend on four factors - brand standards, interior design, owner preferences, and budget.

For example, some brands set stringent standards they expect franchisees to follow to the letter, while other brands have more general guidelines that allow for personal preference and creativity. Cendant sets standards brand by brand, while Marriott is very clearly defined, with standards that dictate the number of pieces in each public space, including maximum and minimum size.

Other factors determining your choice of an artwork package will be the property's location and its "look," or design. Specifically, the color, subject, and style of artwork should directly reflect whether the hotel is urban or suburban, formal or informal, a coastal resort or a business conference center.

Artwork can be custom-made or can come in "ready to hang" packages. For example, in high profile areas such as the lobby, you may wish to consider original artwork for added flare and interest.

Custom artwork can range from commissioned pieces by well-known artists, which can be expensive, to original art produced by studios which maintain a stable of in-house artists and can therefore charge lower prices, often comparable to mass-produced art.

Consider creating an area in your property where work by local artists can be displayed "on loan" or "on rotation." This will give both your guests and your community a special place to enjoy art - and it will give you a "distinctive difference" that can be merchandized in your marketing materials.

In addition, each time the artwork exhibit is changed, you can arrange a story in the local newspaper or on local TV plus you can hold an opening night reception with invitations to corporate customers and local VIP's.

On guestroom floors and in guest rooms, you can continue the accent on artwork that reflects your region, your neighborhood, or the overall theme of your property. While you can economize by using "ready to hang" pieces or less expensive prints, be sure to display the artwork properly.

For example, don't squeeze large pieces of artwork into a small space - and similarly, don't put a small picture in the middle of a large wall. Fill the space available in a way that's in proportion and that's pleasing to the eye.

Frames can further accentuate both the artwork and the overall room - in their style, color, and size. For example, if furnishings are in dark wood such as mahogany, gold frames might set off the artwork, while in a contemporary design, black or silver frames may be better.

Neutral frames are often best because they permit the art to shine and won't conflict with other colors. If the wall color or covering is dark, a dark or neutral frame might be more subtle, while if the wall color is light, a dark frame adds character and is a better choice.

It's fashionable today to use wide mats and moldings, especially as a way of enhancing smaller paintings or images. Other ways to showcase artwork include using mats with decorative cuts and placing the artwork in an unusual position, such as off center.

Using a variety of frame styles makes a room more interesting but if a frame is the same color as the furniture, be sure to hang it far enough away from the furniture so you create a visual "break" for the eye.

Yes, high-quality mats, frames, and glazing cost a little more - but they significantly enhance the appearance of artwork and will keep it looking great for a longer period.

More and more hoteliers are using art to add a "picture perfect" final touch to their public and guest room space. If you want artwork to enhance the visitor experience at your property, consider these four simple guidelines:

Amy Locke is director of interior design at Hatchett Hospitality. She works with franchisers and franchisees on a wide variety of hotel brands, styles, and themes – from economy to luxury, from resort to business conference, and from traditional to modern. Previous to joining Hatchett, she held a position in interior design with Ethan Allen Interiors. Ms. Locke earned a bachelor of fine arts degree from the Art Institute of Atlanta. She is completing a degree in feng shuiand is an allied member of the American Society of Interior Designers (ASID). Ms. Locke can be contacted at 770-227-5232 or Amy@HatchettHospitality.com Extended Bio...

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