21c Museum Hotels is an award-winning hospitality company based in Louisville, Kentucky. The company was founded as a single property by contemporary art collectors and preservationists Laura Lee Brown and Steve Wilson, whose initial mission was to share innovative contemporary art with the public and participate in the revitalization of downtown Louisville. The couple opened the first 21c location in 2006 along downtown Louisville’s West Main Street, rehabilitating a series of 19th century warehouses to create a union of genuine hospitality, thoughtful design and culinary creativity — all anchored by a contemporary art museum.
The MGallery Hotel Collection is where captivating stories are lived and shared. With more than 100 storied boutique hotels around the world, each MGallery tells a unique story inspired by the destination. From bespoke design and sensorial mixology to well-being dedicated to women, MGallery hotels are places where guests can discover the very best the world has to offer. MGallery guests are inspired and enriched through their delightful visits to these stylish, thoughtful and decidedly singular hotels. MGallery recently became a part of Accor, a world-leading augmented hospitality group offering unique and meaningful experiences in 4,800 hotels, resorts, and residences as spread along across 100 countries.
To celebrate 21c Museum Hotels joining the MGallery Hotel Collection and mark MGallery’s North American debut, a transparent Masterpiece Suite popped up for a 24-hour interactive art installation in one of the most highly trafficked areas in Midtown Manhattan: Penn Plaza. Highlighting the “art of the stay,” the pop-up hotel room hosted muralist Aaron De La Cruz, who transformed the suite into his own visual masterpiece. What began as the most unexpected canvas for the artist – an all-white room with everything from the bedding and flooring, to the lampshades and walls, painted white –came to life in front of passersby’s eyes with his addition of vibrant color and immersive design on every inch of the space.
I had the pleasure of doing Q&A with Jeff Doane — Senior Vice President of Sales & Marketing for Accord in the North & Central America territories — about the recent pop-up event and more. Highlights from Aaron De La Cruz’s work is embedded below from Instagram for your absolute viewing pleasure.
You launched a pop-up in Penn Plaza earlier this week. How long was that in the works for?
Jeff Doane: From the initial idea to final execution, this activation has been in the works for about 6 months, with a huge team that helped to bring it to life. We knew we wanted to celebrate 21c Museum Hotels joining the MGallery Hotel Collection and mark MGallery’s official North American debut in a big way. We also wanted to ensure that the experience didn’t end when the Masterpiece Suite came down, so we’ve also launched a consumer contest, which runs through June 30th. Visitors to the Masterpiece Suite who posted a picture, or those who visit WinAStayByMGallery.com through the end of the month, will be entered to win a once-in-a-lifetime Memorable Moment experience by MGallery. The winner will choose between picnicking by private charter helicopter in New Zealand, getting a custom tattoo in Amsterdam, or indulging in a VIP bourbon, arts and horse racing experience in Louisville.
As an art-oriented hotel group, what other installations or art-related happenings do you have coming up?
Jeff Doane: 21c Museum Hotels continues to push the boundaries of both the museum and hotel worlds to create a new kind of travel experience. As a museum hotel dedicated to the art of today, 21c’s curator and founders are keenly focused on continuing to provide access to new work, exhibitions and cultural programming for the public in every location. Upcoming exhibitions include OFF-SPRING: New Generations, themed around Rituals—religious and cultural, institutional and domestic, at 21c Kansas City from June 2019 to April 2020, and Refuge, exploring the search for refuge—how, why, and where people need, seek, and create shelter at 21c Bentonville from October 2019 to September 2020. In addition, 21c founders Steve Wilson and Laura Lee Brown, along with Chief Curator Alice Gray Stites, are heading to Art Basel next week on a scouting and buying trip for the 21c collection.
Art aside, what is coming up for the MGallery Hotel Collection?
Jeff Doane: We are excited to continue sharing the passions that inspire the MGallery Hotel Collection with North American travelers. For instance, at the moment, we are working on bringing MGallery’s concept of Memorable Moments into the 21c Museum Hotels. Every MGallery hotel around the globe has a special offering known as a Memorable Moment, a truly singular experience of the destination that leaves guests with unforgettable memories. Each Memorable Moment is deeply rooted in the local landscape, culture and onsite offerings, a once-in-a-lifetime experience that is likely to be the most defining of a stay. Right now we are exploring what these Memorable Moments might look like for the 21c properties. Also, we are looking ahead to the next MGallery properties to open in North America – 21c Chicago in late 2019, 21c St. Louis in late 2020 and 21c Des Moines in 2021.
Finally, any last words for the kids?
Jeff Doane: For anyone who wasn’t able to check out the pop-up Masterpiece Suite, for those looking to discover 21c Museum Hotels, or just inspired by a passion for art and travel, we have also launched an exciting new package – ‘Paint Your Passport’ – which offers an unforgettable journey to all eight 21c Museum Hotels. The ‘Paint Your Passport’ package offers unprecedented access to the art, the people and the stories behind 21c – from dinner at the home of 21c founders Steve Wilson and Laura Lee Brown with a personal tour of their expansive private art collection to a behind-the-scenes visit to the 21c art warehouse with 21c’s Chief Curator and Museum Director, Alice Stites. Those interested can learn more at www.21cmuseumhotels.com/offers.
