August 28, 2014
Ritz-Carlton Laguna Niguel
The Ritz-Carlton Laguna Niguel, CA, is presenting Club Level guests with the once-in-a-lifetime opportunity to have a personal exhibition of Pablo Picasso’s works.
Guests will have the chance to see Picasso’s works from several of his famed collections, with these pieces on loan from Belgium's Galerie Moderne. The Ritz-Carlton is likely interested in attracting art enthusiasts who may establish a greater relationship with the brand through Picasso’s exhibit.
“The Picasso exhibit is one of the most unique showings that has been featured at the resort,” said Deanne French, director of public relations at The Ritz-Carlton, Laguna Niguel, Dana Point, CA.
“It features works from his Blue Period, Rose Period and Cubism,” she said.
“We anticipate it to be an exhibit that guests will want to experience so they will plan a visit to the resort just so they can view these famous works by one of the greatest and most influential artists of the 20th century.”
Picasso people
The “Picasso: Themes & Variations” experience will allow guests the opportunity to stay on the Club Level of the hotel and experience the art exhibition.
Guests will have the opportunity to extend their stays with the Treat You package that includes accommodations at the Club Level, overnight valet parking, complimentary resort fee and one complimentary night after three nights at the hotel. The package costs $775 a night.
Niguel Laguna pool
The Picasso exhibit will highlight Picasso’s evolving artistic vision. Art from his early years of circus performers in his Blue and Rose periods and his discovery of Cubism will all be present at the exhibit.
Also, the exhibit will showcase different mediums from across Picasso’s works. For example, there will be pieces in pochoir which were crafted by hand coloring stencils with gauche paint and watercolor.
Club Level
The exhibition opens on Sept. 2 exclusively on the Club Level.
Art is everywhere
Luxury brands have been exploring the world of art.
For instance, French fashion house Christian Dior is highlighting its connections to the art world both past and present with a series on its online magazine and Instagram accounts.
“Dior and the Artists” is taking consumers through the eponymous founder’s experience with art, and how it educated his fashion career through articles on DiorMag throughout the summer. Since art and fashion are so intertwined, it makes sense for Dior to explore its own connection to the art world (see story).
Similarly, Four Seasons Houston teamed with the Museum of Fine Arts, Houston to bring a revered English collection to the United States for the first time.
The exhibition, “Houghton Hall: Portrait of an English Country Home,” was on display at the museum this summer. Guests of Four Seasons Houston were able to enjoy a package that aims to enhance guest’s immersion in the British culture of the exhibit (see story).
Presenting art can align a brand with a particular artist or caliber of creativity. When a hotel exhibits a renowned artist, it can reflect upon the hotel and its ideals.
“The Ritz-Carlton, Laguna Niguel showcases a variety of art throughout the property,” Ms. French said.
“Its location in the heart of an artist community lends itself well to showcasing exclusive exhibits such as the Picasso exhibit to public exhibits of fine art, photography and sculpture from many talented local artists,” she said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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