How Moxy used an innovative artist’s platform to decorate its New York hotel
Moxy used Indiewalls, a platform that connects artists and designers, to find the perfect designers for their hotel in New York City
Choosing the right artwork for your hotel can be the key to striking the right note when it comes to design. But it can often prove difficult to track down artists you like, or if you do manage to find them, their work can be prohibitively expensive. Moxy,Marriott's millennial-focused lifestyle brand hotel, solved this problem by using Indiewalls, a platform that connects artists and designers, to find the perfect match for their hotel in New York City.
The collaboration came about when the designers of the Times Square property stumbled across an image on Pinterest that they liked and wanted to use in the hotel. As part of their strategy to appeal to millennials and to create a fun, casual and friendly atmosphere that utilises the latest in digital technology to attract their desired client base, design firmYabu Pushelberg got in touch with Indiewalls to connect them to the artists instead of trying to replicate what they saw on Pinterest themselves. Using an organisation like Indiewalls allowed the designers to connect directly with the artist to find out more about their work and the process of getting it inside the hotel.
Indiewalls has a full online catalog of artworks that are compiled from approved artists so hoteliers and designers can flick through easily and find something that they feel is the right fit for their space. "One thing that this catalogue search function helps avoid is the Pinterest Problem," said Ari Grazi, the president and co-founder of Indiewalls. What he means is that art buyers scroll through Pinterest for inspiration, but if they come across something they like, it can be hard to acquire the artwork. Maybe the artist isn't local, something which hotels that are trying to engender a local experience might shy away from, or that it might be more difficult to buy the artwork because of contracts or affordability. Indiewalls search engine allows hoteliers to view information about the artist, like where they are based, how much the works are priced for and their bio.
For the Moxy project, Indiewalls tracked down the artist whose work the designers liked on Pinterest and got her permission to recreate the work in the hotel. This involved creating an agreement to licence the work so a muralist could paint it in the hotel, something that Indiewalls also specialises in. This can be a tricky process, as replicating an artist's work without permission can create all sorts of copyright issues, and result in lengthy legal battles, so in this sense, Indiewalls has you covered. The collaboration was deemed successful on both sides, and Grazi said, "Doing these types of collaborations is what we love. We usually work with one artist. Working with two expands the creative potential."
Let's take a look at a few other projects currently underway bij Moxy Hotels:
the Moxy Hotel will be excellent for price conscious, modern travelers …[READ MORE]
The site on the Bath Road close to Heathrow Airport has consent for a hotel …[READ MORE]
The lifestyle hotel property will offer a lounge, bar, welcome area and a library …[READ MORE]
More information on Moxy Hotels can be found on TOPHOTELPROJECTS, the specialized service provider of cutting-edge information of the hospitality industry.
Jule Grass
Marketing Manager
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