ROGER SMITH HOTEL
New York City
Client: Roger Smith Hotel
Project Type: Hotel
Scope: Art program strategy, development and curation
Spaces: Reception and flex/bar space
Project Length: 2014-2020
A 130 key property in Midtown Manhattan, the Roger Smith Hotel is one of the neighbourhoods only independent boutique hotels. With a deep seated tenet of culture and community, for 30 years the brand has positioned the hotel at the intersection of hospitality and the arts. It was one of the first hotels to meaningfully and successfully brand it’s self an an ‘art hotel’.
BUILDING COMMUNITY
The Roger Smith requested an art component for their ground floor bar/flex use space that could be more than decorative. They were interested in using the space for an art initiative that would create an ongoing engagement with New York’s art community, hotel guests and the local community.
The goal was to ensure the aesthetic of the space had stronger brand association, as well as contributing to a broader dialogue in a genuinely impactful, authentic way.
and brand
Breadth
Danika managed the full breadth of the programs creation and ongoing implementation, which included shaping the curatorial vision, logistics, selection and negotiation to secure artist participation, management of installation process, opening event planning, and the authoring of onsite and digital communications collateral.
of work
AN ART
Danika created and established an art series in the space . Every 4 months a new artist was invited to enter the space and install a site specific work on the walls. Location was central theme of the program and each artist was asked to address it as part of their proposal.