Accom group’s off-the-wall plan to encourage bookings

Art Series Hotels are bringing some ‘street’ to their upscale brand by inviting guests to grab a spray can, mask up and leave their mark on the walls.

From October 15 to December 30, a white-washed room at The Blackman, The Olsen and The Johnson will be transformed into a canvas.

Each of the boutique hotel group’s seven properties takes inspiration from a namesake Australian artist, with styling based around the artist’s original works and prints and amenities such as art libraries, tours and utensils made available to guests.

Now they are taking the immersive experience further at selected Melbourne and Brisbane hotels by inviting guests to help create ever-changing murals and become part of the shared experience.

Street and stencil artist Luke Cornish (aka ELK), will lead the Colour Your Stay project. 

In a tribute to each of the hotels’ namesake artists he will create a different artwork at each hotel; a portrait of John Olsen, Charles Blackman and Michael Johnson that guests are called on to complete.

On check in, hotel staff will share instructions and guests can register to participate. A mixture of spray cans and paint brushes, a gown, mask and gloves will be available for guests to use, with each person given two minutes to “unleash the artist within”.

Cornish says of his involvement in the campaign, “I’m thrilled to be working with Art Series Hotels on Colour Your Stay. Their dedication to supporting urban art and all of its wonderful satellite genres is a passion I share and I’m really excited to see what we create together with guests.”

With contemporary artists increasingly involving the public to help create their work – think Japanese artist Yayoi Kusama’s Obliteration Room or Measuring the Universe by Slovakian Roman Ondák – Colour Your Stay also relies on guests to participate.

Not that it should be too hard to convince them to join in. American photographer Spencer Tunick recently lured 1000 people for a large-scale nude installation at a supermarket in the middle of a Melbourne winter, which highlights the public’s desire to take part in unique interactive installations.

“Supporting the arts and delivering unique art inspired experiences for our guests that are personal and bold sits at the core of the Art Series Hotels brand,” Director of Marketing Ryan Tuckerman says.

“This exciting campaign celebrates the growing art movement that directly engages the audience in the creative process and explores all manners of self-expression.” 

Luke Cornish was the first ever stencil artist to be named a finalist in both the Archibald Portrait Prize and Sulman Prize. He uses up to 85 layers of carefully hand-cut acetate in each work.  He then sprays layer upon layer of aerosol paint until his images bear a striking photographic resemblance in a new form of hyper-realism

Art Series Hotels say the project is in part inspired by street art’s original enfant terrible, Banksy.

Another boutique hotel group is also embracing the rogue mentality, with Crystalbrook Collection opening its new five-star Riley resort in Cairns on November 6.

Riley is the “playful sibling who is all about living in the moment and embracing the now” according to Crystalbrook, the first of three personality-led ‘sibling hotels’ from the group set to open in the city over the next 14 months and the first new five-star hotel for Cairns in over 20 years.

The resort features 311 rooms and suites, three restaurants and bars including Cairns’ highest rooftop bar, Rocco, a lagoon pool and private beach, day spa, functions and events spaces for up to 400 people and a 24-hour fitness centre.

Mark Davie, CEO of Crystalbrook Collection said the resort would be based on principles of environmental responsibility “as an organisation hugely committed to the environment and as a founding citizen of Citizens of the Great Barrier Reef”.

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