How do you design the artistic programme for your hotels?
Molly Swyers - 21c Museum Hotels presents a wide variety of programming organised by curator and museum director Alice Gray Stites in collaboration with group founders Laura Lee Brown and Steve Wilson. The exhibitions are based around pieces from the 21c collection - which includes paintings, sculptures, installations, photographs and digital art by artists from all over the world - as well as works from other institutions. Each 21c Museum hotel is a cultural hub for the local population. All offer temporary exhibitions and a wide range of cultural events such as artist readings, film screenings, live performances and installations by local artists. The exhibition spaces are fully integrated into the design of each hotel and are open to the public 365 days a year.
Are business travellers increasingly interested in an arty environment?
M. S. - We have noticed that business travellers choose us because they are looking for a more 'experiential' luxury, going beyond traditional offers such as free WiFi. We target guests of all ages who have a desire to learn about and experience contemporary art; travellers who are looking for hospitality that is both warm and underpinned by authentic artistic emotion.
What do you offer corporate groups?
M. S. - We invite groups to take inspiration from this environment and to take a break from their diaries to take advantage of our unique extras such as guided tours, art courses or treasure hunts in the exhibition halls. Dedicated meeting spaces also connect participants with the art of today.
