Fashioning a Sense of Place with Curated Art in Adaptive Reuse Hotels

By Deborah Forrest President, ForrestPerkins | October 09, 2016

Transforming historic buildings for hotel use, particularly luxury hotels and boutiques, presents certain challenges and rewards. Buildings that meet the requirements for historic tax credits can be attractive as hotel or mixed-use projects for economic reasons, especially when they are in key urban locations, which may be cost prohibitive for new construction. Combine these features with the fact that retaining an existing building and repurposing it for renewed use is more sustainable than demolishing and rebuilding and the case for adaptive use becomes even more compelling.

Creating the identity for a new hotel in an older building, however, brings challenges, particularly when the desire is to establish a sense of authenticity that resonates with locals and guests. Unlike renovating or restoring a historic hotel which has a long history with numerous events or famous guests that can inspire an authentic design story, an office building, warehouse, apartment building or department store may seem less plausible as a luxury or boutique hotel in and of itself. Some recently opened hotels in buildings that had a significant identity previously, such as The Chicago Athletic Association and The Emma in the former Pearl Brewery in San Antonio, have successfully tied the hotel’s identity to the building’s reputation and former use. Establishing a credible identity for a hotel in a building designed for another commercial purpose that has little distinction and tying it to its city or neighborhood requires a compelling narrative to anchor the design.

One way to connect the “new” hotel to its location is to create a curated, distinctive art collection rooted in history and local culture. The “Art Hotel” has been a boutique hotel genre since at least the early 21st century. Rather than filling a hotel with rotating artwork by local artists, though, establishing a point of view that resonates with locals and guests requires careful and thoughtful planning and dedication to weave that perspective throughout the design and maintain and grow the collection over time. Four such hotels that my firm, ForrestPerkins, has been involved with have carried this off so successfully that the story of the artwork has become a defining characteristic of the hotel’s identity.

In 2003, one of the early art-themed hotels, The Renaissance New Orleans Arts Hotel, opened in the city’s warehouse district as the first luxury hotel in the area at a time when many of the former warehouses remained shuttered and derelict. Along with its famous neighbor, Emeril’s restaurant, and a few local art galleries nearby, the hotel was an urban pioneer in this reclaimed but still gritty neighborhood. To give the hotel its focus and its name, the developers had invited local art dealer and gallery owner Arthur Roger to anchor the hotel’s prominent corner with a signature gallery space and curate a collection of artwork and sculpture to be displayed in the hotel. Every space, from the lobby to the atrium, lounge, restaurant, and guest rooms, received distinctive pieces commissioned from local and national artists of note, including a colorful sculptural art glass chandelier by Dale Chihuly, which is prominently displayed in the lobby. From its opening to today the hotel has retained its identity and focus on the arts.

alt text
ForrestPerkins refreshed the public spaces and guest rooms at the Nines. The elevator lobby is shown here.
Photo: Courtesy of the Nines

In 2008, the Nines, a Luxury Collection Hotel, opened in Portland, Oregon, born from the repurposing of the top nine floors of the former Meier & Frank department store. The design team carved out a glass roofed atrium space on the eighth floor of this iconic 1932 building, the lower floors remaining as a Macy’s department store. This new lobby space includes registration, a lobby lounge, a number of intimate gathering spaces, and the hotel’s signature restaurant. Guest rooms surround the atrium, overlooking the highly programmed space which in itself reads as a collage of pattern, color, and activity when viewed from above.

Hotel Newswire Headlines Feed  

Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.