Industry Update
Press Release 6 June 2019

Accor Celebrates The Newest Addition To The MGallery Hotel Collection, 21c Museum Hotels, With Launch Of The 'Paint Your Passport' Package And 'Masterpiece Suite' Interactive Art Installation In Penn Plaza

'Paint Your Passport' Offers an Unforgettable Journey to All Eight 21c Museum Hotels, with Unprecedented Access to the Art, the People and the Stories behind 21c

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NEW YORK -- To celebrate 21c Museum Hotels joining the MGallery Hotel Collection and the entrée of MGallery into the North American market, Accor has unveiled an extraordinary new Paint Your Passport package - a collection of bespoke experiences providing unparalleled insider access at all eight 21c Museum Hotels across the country.

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One unforgettable journey, perfect for lovers of travel and the arts, the 'Paint Your Passport' package includes travel between all eight 21c properties, unprecedented VIP access to one of the largest contemporary art collections in the country and activities unavailable to the general public, such as dinner at the 21c Founders' home with a personal tour of their expansive private art collection; a behind-the-scenes visit to the 21c art warehouse with 21c's Chief Curator and Museum Director; plus many more exclusive moments curated at each stop, such as a private tour experience at Keeneland Racecourse, one-on-one cooking classes with a 21c chef, bourbon distillery tours and more.

MGallery makes its North American debut with the eight 21c Museum Hotels, in Louisville, Kentucky; Cincinnati, Ohio; Bentonville, Arkansas; Durham, North Carolina; Lexington, Kentucky; Nashville, Tennessee; Oklahoma City, Oklahoma; and Kansas City, Missouri, each pushing the boundaries of both the museum and hotel worlds to create a new kind of travel experience. Three additional properties are under development in Chicago, Illinois; Des Moines, Iowa; and St. Louis, Missouri.

To mark the occasion, MGallery also popped up a transparent hotel room dubbed the 'Masterpiece Suite' for an interactive art installation in one of the most highly trafficked areas in Midtown Manhattan - Penn Plaza. Highlighting the 'art of the stay', artist Aaron De La Cruz lived in the pop-up glass hotel room for a full 24 hours while transforming the space into his own visual masterpiece. What began as the most unexpected canvas - an all-white room with everything from the bedding and flooring, to the lampshades and walls, painted white - came to life in front of passersby's eyes with his addition of vibrant color and immersive design on every inch of the space.

"We are honored to welcome 21c Museum Hotels into the MGallery Hotel Collection. We created the Masterpiece Suite pop-up to celebrate the union of these brands, and officially mark the introduction of MGallery into North America, in a creative and singular manner that truly reflects both brands' concept of creative hospitality," said Heather McCrory, CEO, North & Central America, Accor. "Through this immersive experience and unique collaboration with talented artist Aaron De La Cruz, the pop-up embraces both brands' artistic and storytelling spirit. Both the pop-up and our new 'Paint Your Passport' package demonstrate an ambition to inspire guests to delight and discover both 21c and MGallery."

Coinciding with the NYU International Hospitality Industry Investment Conference, an invite-only cocktail party took place during the evening of June 3rd, allowing industry VIPs, tastemakers, media and influencers to get an exclusive view of this one-of-a-kind creative experience. Chanel Iman, international supermodel, came out to join in on the fun and brought De La Cruz some room-service treats while chatting about his inspiration and their shared love of art. In the true MGallery spirit of storytelling, The Haiku Guys were also at the cocktail party, outfitted in luxury pajama sets while they typed customized, daydream-inspired poems on vintage typewriters for guests.

Along with the pop-up, a consumer contest is running from June 3rd - June 30th to win a once-in-a-lifetime Memorable Moment experience by MGallery. To enter to win, participants must post a picture of the Masterpiece Suite, tagging @MGallery and hashtagging #WinMGallery, or visit WinAStayByMGallery.com. The winner will choose between picnicking by private charter helicopter in New Zealand, getting a custom tattoo in Amsterdam, or indulging in a VIP bourbon, arts and horse racing experience in Louisville. Each package is valued at $6,000 and includes airfare for two; $1,000 spending credit; and a four nights' stay at Hotel St Moritz Queenstown, INK Hotel Amsterdam or 21c Museum Hotel Louisville, all storied members of the MGallery Hotel Collection.

Available now through end of year, the 'Paint Your Passport' package will begin at $50,000 for two guests, with personal travel arrangements by the 21c Guest Experience Team. All packages are subject to availability - please visit www.21cmuseumhotels.com/offers to learn more.

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MGallery

MGallery is a Collection of high-end hotels all around the world. Each hotel of the Collection stages with talent a unique personality and story, experienced by guests through its architecture, interior design and services.
brand information

21c Museum Hotels

21c Museum Hotels, the award-winning Louisville, Kentucky-based boutique hotel and restaurant group, was founded by contemporary art collectors and preservationists Laura Lee Brown and Steve Wilson. The couple opened the first 21c Museum Hotel in 2006 along downtown Louisville’s West Main Street, rehabilitating a series of 19th century warehouses.
brand information
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About Accor

Accor is a world-leading augmented hospitality group offering unique experiences in 5,000 hotels and residences across 110 destinations. The Group has been acquiring hospitality expertise for more than 50 years, resulting in an unrivaled portfolio of brands, from luxury to economy, supported by one of the most attractive loyalty programs in the world.

Beyond accommodation, Accor enables new ways to live, work, and play, by blending food and beverage with nightlife, wellbeing, and co-working. It also offers digital solutions that maximize distribution, optimize hotel operations and enhance the customer experience.

Accor is deeply committed to sustainable value creation and plays an active role in giving back to planet and community via its Planet 21 - Acting Here program and the Accor Solidarity endowment fund, which gives disadvantaged groups access to employment through professional training.

Accor SA is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACRFY) in the United States. For more information visit accor.com, or become a fan and follow us on Twitter and Facebook.

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