Bringing together emerging Australian artists to create a self-guided art walk for this boutique hotel.

CONTEXT

Developed by BCG, Aloft is one of Perth’s premier 4.5 star hotel overlooking the swan river. The development required and sought out an art component that: aligned with the hotel’s brand pillars, its target market, was cohesive with the rest of the design, and delighted the public.  

We were asked to consult on and coordinate the art component as our studio knew the project intimately through our involvement as lead Interior designers. This enabled the process to be streamlined and meet tight project timeframes. The project saw us working closely with the client and key stakeholders to envision and strategise a direction for the art, which was as bold, fun, and unique as the hotel. 

PROCESS

The art curation for the hotel involved hand-selecting rising Western Australian artists: Elle Campbell, Anya Brock, Ben Barretto, David Spencer, and Mike Gray.  Spanning an array of mediums, the collection consists of tapestry, murals, silk canvas painting, photography and large prints. Gray’s body of work, created exclusively for Aloft, involved adventures amongst the streets of Perth at night to create the images you can now find in the entry of each guest room. 

For the pool we supported Melbourne artist Stephen Baker, who was unable to travel to WA, by organising a fleet of specialists to action his concept idea.  From council approval to cranes, painter and projection mapping and an animation team, we were intrinsically involved in bringing this complex mural with animation projection work to life. 

With the artworks finished, a fold-out catalogue detailing each piece and corresponding information about the artist and its location within Aloft was created, enabling guests to have their own Aloft self guided art tour.

OUTCOME

The art enriches the hotel, adding personality, brightness, and an immersive accomodation experience to Aloft’s younger market. The curation garnered media attention internationally and was profiled in some of Australia’s most well-respected art and design publications. From the outset, Aloft was highly successful, achieved outstanding occupancy, and is now considered an iconic hotel in Western Australia.