Beyond the frame – art and hotel design

My first recollection of the value of art in a hotel was during a slow roadtrip in the South of France – a lifetime before I had words like ‘hotel design narrative’ and ‘immersive experiences’ whirling around my head on a daily basis, and social media, well that wasn’t even a glimmer on the collective horizon. Having done my research instead through the well-thumbed and bookmarked pages of my trusty travel-guide, the Hotel des Templiers in Collioure was firmly on our itinerary to ensure that I could sit at the bar, alongside the memories of artists like Matisse and Picasso, while scouring the walls for their works – which apparently paid for their wine back in the day. Alas, no one wanted a doodle from me to pay for my local rosé, but it was worth every immersively experiential sip.

Moving swiftly on to 2025 – art in hotel design has become the rule rather than the exception, with luxury brands and boutique hotels all jostling for space with art galleries, giving the most avid art collector a serious run for their money. Art in hotel design has, in many cases, become the narrative. It’s voice. It’s attitude. It’s what takes a hotel from a comfortable place to stay while on vacation, to a living, breathing cultural experience. Done right, art can make a guest feel like they’ve walked into a story — one that’s too interesting to put down, and hopefully one that entices the reader to return.

Image credit: IZZA MARRAKECH

Art in hotels has certainly moved on from needing to co-ordinate with the sofa, it is instead about matching and developing the story –of the place, of the people, of the purpose behind the design. Whether it’s a massive mural in the lobby, or a quiet sketch tucked away in a guest room, it should make guests feel something. Intrigue, curiosity, and is some cases, even a little challenging discomfort! Art has become the path where a hotel can flex its personality, take a risk, and show its guests something they haven’t seen before.

Boutique hotel Borneta, is a case in point, having used art to add both personality and a sense of place – situated in the vibrant El Born neighbourhood, the hotel has successfully blended a modern design vocabulary with local Catalan charm. The design team worked with Art Story, who commissioned a number of artists for key locations in the project.

Image caption: Borneto | Image credit: Miiro

This includes a work by Barcelona based, Spanish-Guinean multidisciplinary artist, Chidy Wayne, that takes centre stage in the lounge and several paintings by Barcelona born, Alicia Gimeno, that now hang in the reception and private dining room. On a more personal level, every guestroom has a unique handmade plate on the wall, which was commissioned especially for the project – this layered approach introduces art into the hotel on multiple levels, while at the same time involving and benefitting the local creative community.

“The role of art within hospitality has vastly changed in the past 20 years. I remember being at university in 2010’s and being interested in hotel art and being met with pitying looks, back then it was seen as mass produced prints in cheap frames with little to no substance. All filler no killer. Perhaps the rise of social media is a key part of this need for aesthetic spaces. It has driven hotel owners to challenge interior designers to create unique spaces that can be photographed from every angle to target a specific guest profiles”. Polly Orton: Art Consultant, Art Story

Image credit: TIA Wellness

The focus on weaving art right into the fabric of a hotel is certainly not limited to continents or culture – on location in Vietnam,  TIA Wellness Resort has intuitively combined the wellness trend with that of art curation. Building on the tool of creativity as a way to calm the mind and regulate emotions, the gallery sits alongside TIA’s Creative Space, where daily creativity workshops are hosted. Included in this gallery space are photographs created by Jeff Courdrec, a French artisan photographer who used an analogue technique for this exclusive collaboration with TIA that delves deeply into its overall wellness philosophy. The abstract art on display reflects the resort’s Zen Splash concept, which is about inspiration, boldness, and creation. These ink images were created by a Hoi An-based calligrapher, Nguyễn Xuân Sinh.

Image credit: IZZA

Swiftly crossing the globe, Morocco has become a hot-spot for the well curated, with El Fenn setting the pace long before it became such an important thread in the weft and warp of hospitality design, and hotels like IZZA and Jnane Rumi have picked up the baton and raced ahead at creative speed. The art collection in IZZA isn’t just background noise, but is front and centre of the hotel – vintage photographs and signed letters tell a story alongside contemporary Moroccan pieces that add a new chapter, each one playing a part in a rich, layered conversation between past and present. The art on the walls (and the screens) in IZZA is not only part of a collection by the property’s owners that is poised to be one of the most expansive permanent exhibitions of generative and digital art in the world, but importantly, is also part of the guest experience. It certainly worked for me, as every corner I walked through or past, was filled with a sense of anticipation, waiting to see what I was going to find in the next frame!

Staying in Morocco, moving from the boutique to brand, Four Seasons Hotel Rabat at Kasr Al Bahr is another hotel that has made its art a core focus, with an impressive collection showcasing nearly 500 remarkable pieces! The collection was developed by the Double Decker studio, based on the concept of ‘Captivating Rabat,’ which delves deep into this capital city, seamlessly interweaving history with contemporary elements. On a mission to represent Morocco’s thriving art scene and both uncover emerging talents, while championing established artists, the result is clearly visible around and on every well-curated corner.

Image credit: Four Seasons Hotels & Resorts / Double Decker

“At Double Decker, we’ve seen how art has moved from the periphery to the very heart of hotel design. Sixteen years ago, when we launched our studio art in hospitality was still often seen as decoration, something to match the furniture in a space. Today, it is widely recognised as an essential part of the guest experience: a means of shaping atmosphere, identity, and create memories”. Wilhelm Finger, Melita Skammaki, Directors, Double Decker 

While hotels like Four Seasons Hotel Rabat at Kasr Al Bahr have in fact stepped up to the role of art gallery, art is also being used to develop a sense of community and deepen engagement and conversation. The cynical amongst us might say this is simply a marketing tool, but in speaking to the designers and curators, as well as the teams running these hotels, this shift is both dynamic and exciting for everyone involved – artists, curators, designers and hoteliers!

In its work with Lisbon-based Locke de Santa Joana, the Artiq team commissioned woven works to amplify the design, and importantly, also to provide a platform for the artists. In this project, Artiq and Locke demonstrate how art in hotels is not only about the aesthetic, but can also be used as an exciting and proactive platform for creativity and artistic exchange.

Image credit: Le Grand Mazarin

Taking the art off the wall and quite literally onto the street, each quarter, Le Grand Mazarin in Paris opens its doors not only to guests, but also to emerging and established creators, with its inspired ‘Artist In Residence’ programme, a project created to showcase and support the local art scene. This project moves beyond the hotel lobby, and encourages the passing public to escape a little into the world in the window on their daily commute. Heavy-hitting brands like Belmond have long championed residency programmes across its hotels, and providing artists with a sanctuary for creative exploration and the opportunity to push boundaries of artistic practice, has become a significant part of its brand story.

Designer Jacu Strauss is another standout example when discussing the shifting focus of art in hotel design, with his inclusion of art in engaging and often refreshingly different ways.  Art is undeniably an important part of the story of all of the Lore hotels. In some cases like the Pulitzer in Amsterdam it is about curating an eclectic mix of old and new artworks, while with others like One Hundred Shoreditch, it is about creating bold contemporary art that captured the energy and atmosphere of its East London location. The art in One Hundred Shoreditch is as much a part of the fabric of the design, as the bed, the bath and the hotel minibar!

Image credit: Lore Group

“I have always felt that ‘art as decoration’ in a place like hotels are a wasted opportunity, sometimes even lazy. Art to me is integral to the story of a hotel, art has meaning, instead of just being part of styling and even just a cookie cutter ‘brand standard’. Art in hotels in particular should not come across as curated just based on someone’s personal tastes, instead it should be clear that the selections were made, or created, mindfully based on the context and messaging of that specific property. For me art in hotels should be integral to the overall experience. It should create moments of delight and sometimes challenge. However it should never be something that is a gimmick dressed as something serious”. Jacu Strauss, Creative Director at Lore Group, Founder of Lore Studio

While for some it is about the installation, other brands like art’otel have taken a more direct approach to the concept, with art becoming the brand, creating its statement spaces. The group’s recent opening, art’otel Rome Piazza Sallustio, has taken an interactive and layered approach, with seasonal exhibitions featuring alongside a permanent collection by Pietro Ruffo, who designed the hotel. At art’otel London Hoxton, guests are greeted by two original Banksy artworks, as well as immersive digital art by D*Face, again reflecting and amplifying its location.

Image credit: art’otel Rome Piazza Sallustio

Whether part of the brand, curated or commissioned, there is no question that the role of art in hotels has shifted – from being, at best, an added flourish, to becoming a defining part of a hotel’s identity. What was once perhaps a decorative requirement – something to match the cushions or fill a gap on the wall – has transformed into a storytelling tool with real substance, intention and emotional weight. What is equally interesting is to ponder on the why, as much as the how. Has art simply been identified as another arrow in the hotel and hospitality marketing quiver, or is it about a genuine need to create tactile and visual connections in an increasingly disconnected world?

“Looking ahead, we believe the next decade will bring an even closer alignment between art and design. Guests are seeking more than comfort and good food: they are looking for meaning, resonance, and a sense of place. For us, the future lies in continuing to push curation as a form of storytelling, connecting bold, authentic collections with elevated design to create hotels that are not only stylish but truly unforgettable”. Wilhelm Finger, Melita Skammaki, Directors, Double Decker

Image credit: David Dumon / Jnane Rumi

Whatever the reason, what is especially exciting, from where I am sitting, is that this isn’t a trend confined to one region, price point, or brand. From the boutique boltholes of Barcelona to the palatial stays of Rabat, and from wellness resorts in Vietnam to boundary-pushing digital showcases in Marrakesh — art is being used not just to decorate, but also to define. It is also no longer defined by the frame or the medium, but has crossed confidently over into the realm of craft and artisanal skill. It shapes the rhythm and mood of a space, and in doing so, offers guests something much more memorable than a beautiful view or a good night’s sleep – though those certainly help!

And while not everyone can trade a sketch for a glass of wine like Matisse or Picasso once did, today’s artists and artisans are clearly being given the space and the opportunity to leave their mark in meaningful and lasting ways. And we, as guests, get to be part of that evolving story — one artwork, one experience, one hotel at a time.

Main image credit: David Dumon / Jnane Rumi