Magnifying natural elements for huge impact
As chains work feverishly behind the scenes to differentiate while still projecting a brand’s required personality, there is also a movement to promote the local vibe. From amenity programs, food & beverage menus to design, the challenge appears to be intensifying, as chains are recruiting innovation teams who are charged with these point-of-difference tasks.
One of the most important goals on this agenda is art, as it is one of the best methods to exhibit and project the personality of a property.
Whether showcasing the first impression or “wow” factor from the lobby or even a softer example in the guestrooms, the exact style, content, color and medium will be included on the checklist of options. The biggest challenge is assembling all the options and coming to a decision, because like fine wine, art is simply in the eye of the beholder.
One of the newer, visually powerful and conversation-provoking options I’m in awe over is microphotography, which embraces the local elements like no other platform I’ve seen. Magnifying natural elements from the local landscape offers beauty, a story and, without question, intrigue.
Let’s take a beach property where artists will scrimmage to pitch paintings, or prints, and I can guarantee you that most pieces submitted will focus around the beach at sunset, a montage of unique shells or the predictable and quite popular umbrella and chaise lounge scene, which of course includes the strategically draped striped beach towel and pair of beach thongs. The result? Your selections become mainstream as they show up in numerous retail settings, and they are rarely, if ever, complimented.
Microphotography is mesmerizing, timeless, works for most locations and — most important — stops traffic. As an example, take sand, magnify it 250 times from its natural state, and you’ll witness a real-life transformation and kaleidoscope of color and texture both beautiful and fascinating. Using this special format of photography is truly a long-lasting marriage of personifying the hotel brand and projecting the local flavor, and it can be accomplished with any landscape or environment.