Le Méridien Unveils “Unlock Art” Programme Globally Announcing Innovative Partnerships between Le Méridien and Cultural Institutions Worldwide
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Le Méridien Unveils “Unlock Art” Programme Globally Announcing Innovative Partnerships between Le Méridien and Cultural Institutions Worldwide
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Category: Worldwide - Industry economy -
Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2008-12-15
Celebrated Artist Michael Lin to Create Artwork for Le Méridien Key Cards
Emphasizing its commitment to provide interactive cultural experiences as an integral part of the guest stay, Le Méridien has unveiled “Unlock Art,” an innovative programme that provides access to local contemporary cultural institutions for Le Méridien hotel guests, aimed at awakening their creative curiosity. In the first phase Le Méridien has partnered with six of the world’s leading contemporary art institutions located in some the world’s most dynamic cities.
“Unlock Art” will launch at Le Méridien hotels in the world’s most exciting cities, enriching guests’ experiences through partner arts institutions, such as the Yerba Buena Centre for the Arts in San Francisco; the Museum of Contemporary Arts (MOCA) in Shanghai; the Vienna Sucession; Nouveau Musée National de Monaco; Galleriiizu Contemporary Arts Centre in Kuala Lumpur and About Studio/About Café in Bangkok. Ultimately, the goal is for every Le Méridien hotel worldwide to have partnerships with leading, progressive and forward-thinking cultural institutions.
Developed to engage its creative guest, Le Méridien’s “Unlock Art” programme will include an artist designed key card that offers access to more than just the guest room -- the card, created by acclaimed artist Michael Lin, will become a collectible piece of art which will grant guests complimentary access to its affiliated arts organisations. Le Méridien’s Cultural Curator, the ever innovative Jérôme Sans, has created “Unlock Art”, offering experiences to re-invigorate the brand through new initiatives and partnerships that transform the guest’s experience long-term. In his role as Cultural Curator, Jérôme Sans curates global experiential art campaigns and forges partnerships with cultural institutions around the globe, targeting the “creative guest.”
“We are very excited to launch Le Méridien’s unique “Unlock Art” programme. This is a clear example of how we are reinterpreting a functional element of the hotel and elevating it to an experiential and stimulating opportunity,” said Eva Ziegler, Global Brand Leader, Le Meridien and W Hotels Worldwide. “With the help of Jérôme Sans, we have created a programme that connects with our guests’ passions, allowing them to keep a collectible piece of art and providing special access to cutting-edge arts organisations around the world.”
Michael Lin, who will design the keycard artwork for Le Méridien’s “Unlock Art” programme globally, creates art consisting of large scale floral “room-scapes” in patterns appropriated from traditional Taiwanese and Chinese textile designs. Michael’s career has taken him around the world with solo exhibitions across the US, the Far East and Europe including; Hawaii, Vienna, Paris, Barcelona and most recently at the Eslite Gallery in Taipei.
Jérôme Sans, co-founder of Paris’ Palais de Tokyo museum, has achieved a devoted international following as Director of Progamme, at Baltic Centre for Contemporary Art in Gateshead; teacher (Central St. Martins; Milwaukee Institute of Visual Arts); art critic; author; musician and arts provocateur. As Cultural Curator for Le Méridien brand, Sans is responsible for forging relationships with emerging artists and arts institutions.
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