BUSINESS
ARCHITECTURE AND DESIGN
LET’S TALK ART:
LEBANON’S GUESTHOUSES AND BOUTIQUE HOTELS Considered the art hub of the Middle East, Beirut — a city that has witnessed immense challenges over the past few years — has been upping its game in the boutique hotel world to offer guests something a little different. Yara Moukarzel, director of operations of L’Hôte Libanais, takes a closer look at how hotels in the capital and around Lebanon are using this powerful medium to their advantage.
Since the early 19th century, hotel chains and boutique hotels have constantly evolved to meet the needs of their customers. Most recently, hotels are focusing on aesthetics, making art a key element in their design and visual character. In today’s hospitality world, where Instagram-savvy travelers are on the lookout for the perfect story, hotels need to stand out by upping their game in the presentation stakes and offering a unique value proposition. After all, hotels should aspire to provide a memorable stay to each and every guest. Of course, a fancy mattress and high-end amenities matter, but equally important is the visual and emotional experience that sets the tone. Whether it is the wallpaper, furniture or art, refined and unique aesthetic elements create a mood and experience that resonate with guests well after they have departed.
Why art matters Incorporating art in a hotel can take different forms, largely depending on the brand identity and positioning. So whether it’s a luxury hotel chain in Dubai or a small guesthouse in Lebanon’s rural mountains, it is always possible to integrate art into a space, thus upgrading the experience from something simple to a journey of cultural immersion.
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HOSPITALITY NEWS ME | AUG-SEP 2022
Art hotels These are establishments with art in their DNA. They have integrated artsy spaces and touches in their interior design, making visual appeal a priority. Indeed, it is an essential consideration from the outset, rather than an afterthought. Take Villa Chamoun, for example. The newly opened guesthouse in Hasroun, North Lebanon, features customized wallpaper painted by Owen Grant Innes. This unusual and unique design element was inspired by the Roman Gods of Baalbek, one of the country’s most treasured ancient sites.
Curator hotels Hotels in this category aim to provide spaces for curators and/or artists to showcase their artworks in a way that blends in and feels homogeneous with the hotel decor. Indeed, artworks can be displayed in the lobby, in the outlets or even in guests’ rooms. At the Smallville Hotel in Beirut, local emerging artists, like “WAFF,” are showcasing their art. Guests even have the option of purchasing items they like. This provides the hotel with “free” art and a comission on items that are sold. Furthermore, there are hotel owners who are showcasing their private art collections across their guesthouses and boutique hotels. This has been beautifully executed
at Villa Chamoun, where the owner, Roni Zibara, has distributed many of his personal art pieces around the premises.
Dedicated space for art These hotels have dedicated a space for the sole purpose of exposing, promoting and selling art. This format offers ideal exposure for artists, who are given an additional platform where they can shine. This can be seen at The Silk Valley guesthouse, where Albert Aoun, the owner, has exhibited his private collection of ten artworks by Raouf Rifai. In the same space, there are also two regional artists: Issa Halloum and Tatiana Boulos. In total, there are 40 paintings available for sale. Another example is Arthaus, situated in an artsy neighborhood of Beirut, which has a 180-square-meter space dedicated to temporary art exhibitions. This space is frequently offered to established artists to exhibit their work, allowing the artists to also meet the hotel's guests and visitors, ultimately make a sale on site.
The power of art There are a number of reasons why showcasing art in a hotel makes sense. Here are just a few reasons why owners and operators are turning to art to add value to rooms and public areas:
